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A Step-by-Step Guide for Transforming ANY Talent, Hobby or Product Idea into a Money-Making Venture! Turn Your Passion Passion into PROFIT Walt F.J. Goodridge

Turn Your Passion - Passion Profit · 1 “Information, inspiration and ideas to help you make money doing what you love!” Turn Your Passion into PROFIT A step-by-step guide for

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A Step-by-Step Guide for Transforming ANY Talent, Hobby or Product Idea

into a Money-Making Venture!

Turn YourPassionPassion

intoPROFIT

Walt F.J. Goodridge

1

“Information, inspiration and ideas to help youmake money doing what you love!”

Turn Your

Passioninto

PROFITA step-by-step guide for turning ANY hobby, talent,or new product idea into a money-making venture!

W A L T F . J . G O O D R I D G Eauthor of Lyrics for Living

REVISED US TAX LAW EDITION

2 • Turn Your Passion Into Profit

© 2004 Walt F.J. Goodridge. All rights reserved.

Published by The Passion Profit Company, an imprint ofa company called W, New York

The Passion Profit CompanyP.O. Box 618Church Street StationNew York, NY 10008-0618

Distributed exclusively byThe Passion Profit [email protected]

All rights reserved. This book may not be reproduced in whole or in part, ortransmitted in any form, without written permission from the author andpublisher, except by a reviewer who may quote brief passages in a review.

Retail Cost: $24.95ISBN: 0974531324

First Edition: January 2000Second Edition: January 2004

Printed in the United States of America

3

Dedication

This book is Dedicated to Isolene Rebecca Golding1907-1988

Acknowledgments:

Special thanks to:• Sidney Harleston of the National Money League (Thanks for the title!)• Odette Flemming (for her contribution to the "Passion" Chapter)• Zelda Owens-Waters (for her invaluable contribution to the Cycle of Success)• Andrew Morrison (the world’s greatest mentor!)• Mike Jones (for coming through in the clutch!)• Delxino Wilson-DeBriano of TagTeamMarketing.com (for freeing my mind!)• Ernest Capers (for always being there through thick and thin)

And to those whose love and support helped me on my journey to freedomturning my passion into profit: Thelma Goodridge, Nyembane Goodridge, Christine Karmo,Reina Joa, Courtney Munroe, Wayne Wright, Gurdeep Singh, Kenneth McRae,Courtney & April Gibson, Nicole Drew, Diamond Davis, Ernest Capers, Erroll Paden,C. Thomas Gambrell II, Tony & Judy Cordoza, Gary Ervin, Dawn Greenidge,Marilyn DeFreitas, Aaron, Stacey, Atiya and Sekou Spencer-Willoughby, Anika Moore,Kelly & Zelda Owens-Waters, Andrew Morrison, Ronson & Delores Lennox,Kim McNeil, Siew-Li Ng, The American Communications Network family, and the oneand only TagTeam Marketing!

Special thanks also to the authors of the many books mentioned in this guidewhose words, opinions and examples informed, inspired and moved me to create the lifeof my dreams so that I might help others do the same!

4 • Turn Your Passion Into Profit

When you really think about it, EVERYONE whom we meet along the way inlife, plays a part in our journey. Therefore, I'd like to thank everyone I've ever met:Thelma Rose Goodridge • Nyembane Goodridge • Nicole Ndobe Goodridge • Loris Parkinson • Ernestine GoldingCynthia Golding • Clement Golding •Everold Golding • Aunt Emmie • Ms Mac • Viola Crooks • Michele StouteValentine Parkinson • Zoy Parkinson • Margaret Broomfield • Faye Golding•Marco Golding •Tracy GoldingDeeno Golding • Claire Golding • Manager• Mas' Opie • Andrew Walters • Wayne Walters • Lisa WaltersBaron Brissett • Horace Hall • Ian Smith • Desmond Anderson • Ferdinand White • Norman HemmingsPerez Cross Gail Germaine Scott • Dion Thompson • Daighn Jones • Mrs Sutherland • Richard SutherlandPhilip Sutherland • Mrs Downy • Gary Scott • Mrs Scott • Tanya Nash • Mrs Nash • Gillian Johnson • Paul JohnsonPeter Samuels • Paul Samuels • Lorraine Samuels • Sophia Samuels • Camille Samuels • Mrs Barton • Marcia BartonHerbert Barton • Mrs Britain • Lora Miller • Mrs. Stewart • Mrs. Greene • Keith Goodman • Tracy CrumbMark Brown • Latricia Pimento • Jimmy and Tony Battle • Serge Desvarieaux • Mrs.Cumberbatch • Joseph LattoMrs. Fiore • Charlotte Huey • Harrison Claiborne • Carmela Abiuso • Neal Gardner • Ian Gardner • Edward WhiteRay Wilson • Ingrid Lim • Charmaine Fyffe • Carol Gray • Raymond De La Vega • Billy Levine• Mitchel PrimasGlen Bustrim • Dawn Dobson • CB • Courtney Drummond • Pauline Drummond • Janine ComrieErrol Drummond • John Bines • William Gillespie • Craig Henley • Derek Hawkins • Brian Barnett • Rhona JulienReina Joa • Dalma Tejada • Hector Tejada • Amanda • Christine St Hilaire • Jose Ithier • Randy HydeSharon Farnum • Karen Lue Yat • Ronson Lennox Dick • Delores DeSouza • Lenore Dick • Lynette DickHeather Massiah • Sylvia Dick • Dean Blackman • Yves Jean • Tony Dick • Carlton T. Gambrell IIMarianne Gambrell • Trappio Horne • Terrence Woody • Delroy Millers • Chantal Jean-Baptiste • Terry WalcottTrevor Parris • Karen Best • Corynne Carter • Mahalia Joseph • Manuel Martinez • Rod BrathwaiteArchie Cumberbatch • Greg Gonsalves • Yesilernis Pena • Warren Heusner • Cecil Chang • Edwina MolinaGlenda Bethel • Kingsley Chin • Marcia Narine • Homer Hill • Hearns Charles • Wilton Cedeno • Chris DavisDavid Small • Mark Spence • Jerry McCall • China • Diane Myles • Dr. Alan Beckles • Rhona Julien • Ta M.Kent Wythecombe • Mike Tavis • Bob Bolan • Shirley Banker • Erica O Smith • Courtney MunroeAndrew Campbell • Camille Chin • Vincent Chin • Beverly Chin • Wayne Chin • Carol Frances • Ian OliverDarren Oliver • Ira Weitz • Rasta in Long Beach • George Brash • Rina Bontemps • Andell Fogie • Wayne WrightGurdeep Singh • Lew Chang • Clinton (Bubbles) Rowe • Luke Sewell • Horace James • Val Jarrett • Patricia JarrettLeroy Graham • Vinton Lindo • Sheila Broza • Chris Chin • Patricia Jarrett • Maria Barry • Janine MurrayDennis Haliburton • Jeff Sarge Barbara Pope • Kenneth McRae • Andre Shabazz • Glen Brooks • Mike LiburdPascal Antoine • Michelle Pessoa • Phyllis Thomlinson • Tony Cordoza • Charlie Pizarello • Paula BenjaminMortimer Philbert • Lance Caine • Ken Greenblatt • Michelle Estrello • Yasuko Ito • Mariah BrittonLewis Savage • Kurt Lampkin • Deidre Young • Yseult Beecher • Kandace Simmons • Eric Butler • Pam LewisSam Bailey • Pat Johnson • Capone • Alula • Irin (Iroc Records) Sherlyne • Shalandra • Glen Ford • Manny AyalaSheila Cargill • Percy Bratton • Shawn Burgess • Shanette Bryant • Lillie Collins • Charles Taylor • Terry BealsKeith Ruddock • Chuck D • Majic • Harry Allen • Geraldine Williams • BenWhite • Carlotta Piper • Garret FortnerJosh Nathan • Andrew Munroe • Neal at Ornall Glossies •Joe Colon • Arlington Edwards • Chris WilsonMark Went • Havelock Nelson • Wendy Day • Pat Boothe • Simon Ajose • Dion Ashman • Roma • Norm SchreiberGabriel Tolliver • Wildman Steve • Dominique Taylor • Michelle Scott • Jay Eberhardt • Antoine GarnierSharon Thomas • Cheryl Haab • Nancy, Jamie • Cathy & Patsy at Bookcrafters • Mary Frances CarrSandra Arias • Paul Tsang • Yon Sim • Jia D Lee • Mario Arias • Si Brown • Sandra Melicharek • Sandra ErnstChyril Denbow • Andrew Wallace • Aileen Del Prado • Cesar Silva • Rich Lendor • John Potter • George KellerDevon Mitchell • Don Ferdinand • Francois Villejoint • Michele Douyon •Alvin Tan • Reza Maleki • Tita PayomoOscar Villanueva • Bruce Vitelli • George Soriano • Quentin Brathwaite • Catherine James • Ron Shaw • Mike ZutellPeiling Hui • Richard Allen • Tony Carlesi • Harry Schmerl • Richard Franklin • Millie Taylor • Pramod KhannaKing Lee • Jaime Morales • Audie Robinson • Barry Lucas • Janet McDonald • Lophney Knight • Rhonda KearseKelly King • Audrey Smith • Thomas Nicklas • Catherine Young • Kelly Washington •Joe BruzzoAngela Baptiste •Bob Pruno • Joe • Kim Magloire • Ed&Marie Bronshvag • Bernice Robinson • EstherlineTai Sun Chen • Courtney and April Gibson • Bruce Ford • Chantal Jean-Baptiste • Monica Carroll • David JonesNadine • Courtney White • Neville George • Jeff Sarge • Malika Lee Whitney • Catherine Shaw • Mahalia JosephTasha Hinds • Maurice Archibald • Rula Brown • Ted at Romoba • Andel Forgie • Jacquie Hatch • Jeneane MurrayGeorge Brash • Ernest Capers • Stacey Spencer • Salimah Abdullah King • Khadijah Abdullah • Marilyn DeFreitasMary Roberts • Tim Jackson • Gene Flynn • Andrew Grant • Nicole Drew • Monique Shaw • Erika FikesBruce Vitelli • Wanda Faye • Dawn Greenidge • Aaron Willoughby • Diamond Davis • David Owens • Masaai KushOdette Flemming • Eugene Bussey • Erroll Paden • Anika Moore • Akilah Moore • Julius MooreShehara Smallwood • Kim Johnson • Monica Blache • David Weeks • Gigi & [email protected] Coleman • Paul Facey • Dean Simmonds • Denise Laing • Derek Dingle • Dorothy Phaire • Tonya MoxeyPercy Sutton • Shailesh • Howard Walters • Alvin Hartley • Ancil Tyrrel • Sam Chekwas• Terrie WilliamsCharlene Turner • Roussan Etienne • Karon Mason Etienne • Sharon Lewis • Salimah Abdullah-KingKim McNeil • Siew-Li Ng AND to everyone who has ever purchased my books or joined my mailing list

5

What People Are Saying AboutWalt’s books, workshops,

coaching, websites and life rhymes

“Walt, next to my Bible, your book, Turn Your Passion Into Profit is the book I reference themost in my house! It is the only other book that is constantly visible (it’s on the dining roomtable right now)!”

Karon Mason Etienne

“...My husband had a total revelation about his passion as a result of your book two yearsago and we both really like your work. Peace and Blessings, Ruth!”

Ruth Kirby, Medford, OR

“Do you know how it is when you’ve run across something that is just what you’ve beenlooking for, but didn’t know you were looking for it? Well, that’s how I feel about having foundyour [Passionprofit.com] site! I am excited about what I see in your company and am lookingforward to becoming more involved. Honestly Walt, I haven’t seen anything on the internetthat has so moved me as what I’ve experienced visiting your site! Thanks again and again!”

Henry Street

“I have read many “self-help” books, but yours is actually instructional and answersquestions. It addresses how I feel and what I am thinking. I also e-mailed you several monthsago about how I [pursue my passion] when I have a house to pay for, a child to support,etc...and you told me to start out slowly and build. Like you said in your book, it is scary.However, I am doing what you said and am starting to feel so much better. I realize I have along way to go but, I think just realizing that I don’t have to stay in one of those 9-to-5 jobsworking for someone else gives me so much courage to get out there and start doing what Iwant! Thank you so much for the book and the inspiration. I truly appreciate it!”

Tammy van der Leest

“I want to thank you again for all the insights you shared with me yesterday. Listening to youenabled me to see my situation in a whole new light. As a result, I’m now focusing on variousactivities I would like to engage in rather than fretting over my life’s purpose, which I’m surewill show itself to me in time.”

Shelly

“Yeah, why else did I go to college for 8 years to be turning someone else’s key!! Time isimportant. Better to start right away with my own business than to juggle a bunch of part-timestints with no long-lasting benefits to me or society. You are right... I just hope to God that Ifind my way through the obstacles, and plethora of get-rich-quick schemes and informationout there on the net! Your book will be a fine manual for putting this business together.”

a client

“I will be eternally grateful to know that there is a mentor out there who is available to offeradvice on turning my passion into profit! Again thanks... I will ponder over what you’ve justshared with me for the remainder of the day and I am certain my God-given brain will come upwith some answers and thought-provoking questions! Thanks!! PS. I was up for 5 hours lastnight browsing your site and taking in information! What swell work you have done!!”

T., a consulting client

6 • Turn Your Passion Into Profit

”What a great way to communicate positive words ofwisdom!”— L. Hawthorne

“…I receive these every Friday, and I love them allbecause they inspire and uplift me so, but never has oneof your poems ever read my heart and soul as this onehas. It was as if you were writing to someone else for me.I’m not sure what to do just yet because I’m still afraidto “go out on a limb,” but hopefully after reading it a fewmore times, I’ll get the courage to actually taste the‘sweetest fruit.’ “-Lashunda Bailes

“Walt, I swear GOD is trying to talk to me through you.Unbelievable, as usual. Thanks!”-Dst22

“…just wanted to drop you a quick note to let you knowthat I enjoy reading your Friday Inspirations. I’m afaithful reader and find it amazing that week after weekyou can continually come up with something new.Thanks for the inspiring words and keep up the goodwork. Sincerely.” —Todd Johnston

“You have no idea of how much your inspirations affectpeople. It’s like you heard me talking with my girlfriendsyesterday about my relationships. This inspiration hitthe nail on the head for me. It is just what I needed tostart my day.” -T Bos

“Hello Walt: especially liked your poem - “The Art ofCreation.” It is very much in tune with what I believe ashard as that philosophy is to accept (i.e. that we createour own experiences).” -Pamela Beatty

“This is so authentic. It captures so much of what youshared with us and I’m totally impressed at how well youused language to capture some of the intangibles thatseem to make up the crucial pieces of our growth.Thank you.” --Reina Joa

“They’re not poems. They’recalled ‘life rhymes’! Sort of

like LYRICS FOR LIVING!”

What is a Life Rhyme?

Life rhymes are “...positive ,situational, success-oriented,lyrical, rhyme-based poetrydesigned to inspire new ways ofthinking.”

They are a new genre ofinspirational poetry created byWalt F.J. Goodridge, an author,inspirational speaker and career

coach known as the “Passion Prophet”.

Andrew A. used them to save his marriage.

DST22 believes God is using them to speak to her.

Lorna P. uses them to teach values to her 7th graders.

Thomas uses them to motivate his employees....

HOW WILL THEY AFFECT YOU? Find out! Order at www.lyricsforliving.com

Master the Art of Thoughtful Living!

7Books by Walt F.J. Goodridge

The Lyrics for Living SeriesSome lyrics you sing. Some lyrics you live.

The Tao of Wow/Art of WowDiscover your “wow factor.” Become a “wow master.” Create your dream life.

Change the Game (formerly Rap: This Game of Exposure)A "How To" guide for Hip Hop Entrepreneurs who want to follow their passion for musicand release their own records by starting an independent record label.

The Game of Artist ManagementAt the request of many buyers of Change the Game (see above), The Game of ArtistManagement was created to give the scoop on managing artists Hip Hop style!(Features “24 Ways to Get a Record Deal” by Chuck D.)

The Niche Market Report (Discovering, Understanding and Selling to the NicheConsumer of the 21st Century)As the Internet grows and the world gets smaller, the information in this manual becomesessential to everyone doing business in the new millennium. Learn how to market any-thing to everyone from Generation X to Baby Boomers, African Americans, The HipHop Generation, Asian Americans and more.

Lessons In Success Volume I: The Silent PerformerLife rhymes and commentary that provide an intimate, revealing peek into a year in thelife of Walt Goodridge. "Complex thoughts expressed in the simplicity of rhyme/Walt'sLessons In Success is a classic for all time!"

Come Into Our Whirl (The First Cyber-Anthology of Poetry From The PoetsNiche)Edited by Monica Blache, and featuring life rhymes by Walt Goodridge, Come Into OurWhirl features the story behind the creation of The Poets Niche (www.poetsniche.com)as well as the poetry of 40 poet-members of this unique online community.

Turn Your Passion Into Profit: A Step-by-Step Guide for Turning ANY Hobby, Tal-ent, Interest or Product idea into a money-making venture!Discover the value in your passion. Create a unique product or service from your talents.Make money doing what you love!

All titles are available at www.passionprofit.com

8 • Turn Your Passion Into Profit

Table of Contents_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Chapter 1: Permission to Dream

“The Passion Profit Lifestyle”13

A Brave New World • The Price of FreedomDream a World • ANYONE Can Do This HowThis Book Came to Be • What This Book CanDo • Frequently Asked Questions • What ThisBook Will NOT Do For You • How to Use ThisBook • Secret Power of Life Rhymes • Don’tJudge The Messenger • No More ExcusesMain Points • Follow-up File

Chapter 2: Passion Prophecy“A wake-up call”

25A Changing Landscape • Are You Living a Lie?You Can Handle The Truth • A New SurvivalStrategy • Why It’s So Much Easier Today toTurn Your Passion Into Profit • RealityReconstruction • The Dawning of a New AgeMain Points • Follow-up File

Chapter 3: Thinking Differently“A crash course in personal growth!”

35The First Law of Passion Dynamics • DecideWho Are You Really? • There’s Only Fear andLove • Entrepreneurophobia • Thoughts CreateReality • The Success Attitude •You ControlYour Reactions That is All • Be, Do, Have isThe Order of Creation • The Tools Of CreationThe Health-Wealth Connection • A Natural OrderFrom the Feeling of the Wish Fulfilled • NewThought Success Practices • What Will ItRequire? • Main Points • Follow-up File

Chapter 4: Your Wow Factor“Your own secret formula”

63The Wow Factor • Finding your AssetsPerception • Exposure • Response • Basic TruthsWanting What You Get • Wow Factor in ActionScience of Impress • 12 Rules of Wow • MainPoints • Follow-up File

Cycle of Success“A Preview”

77

Chapter 5: Purpose“The meaning of life?”

81The Ultimate Truth • Life Themes: Roles withGoals • The 4 “Passion Professions” • ThePassion Personality Test • Your ScoreThe Creator • The Savior • The Guru • TheGuide • Cycle of Success STEP 1 • MainPoints • Follow-up File

Chapter 6: Passion“Eureka!”

99What Is a Passion? • What if I Don’t Have aPassion? • What’s NOT a Passion • A Job ByAny Other Name • Your Passion As TherapyYour LIFE PASSION FINDING • YOURPASSION PART 1— The DiscoveryExercises • Cycle of Success STEP 2FINDING YOUR PASSION PART 2—MiningYour Inner Gold • The Second Law of PassionDynamics • Cycle of Success STEP 3 • MainPoints • Follow-up File

Chapter 7: Product“In search of great ideas!”

117 In Search of Great Ideas • Value EverywhereListening to What People Want • The ValueTree • The Magic Questions • Awaiting theDivine Idea • How the Ideas Come to YouMiracle Moments • The Passion-Finder ChartTop 10 Tips for Finding Your Passion IdeaChoose the Right Activity • Judy: A Case-study • Adding More Value • Beyond theObvious Connections • The Cycle of SuccessSTEP 4 • The Cycle of Success STEP 5Bringing Your Product To Life • Brainstormfor Ideas • Your Plan • Your Mission • TheCycle of Success STEP 6 • Main PointsFollow-Up File

9

Chapter 10: Selling withPassion

“Cracking the code!”201

The Joy of Selling • Selling is the Name ofthe Game • The Code Cracker • ImportantTools • Media Kit • Press Release • Who,What, When and Where of Selling • TheDistribution Process • How Will They Pay?Main Points • Follow-up File

Chapter 11: Accounting &Taxes for the mathematicallychallenged and the fact-and-

figure-phobic“You need to know this stuff!”

227Accounting Tools • Balance Sheet • Profit& Loss Statement • Cash Flow AnalysisDoing Your Taxes • Tax Scenario 1 • TaxScenario 2 • Ways to Reduce Your TaxableIncome • A Word About Getting AuditedMain Points • Follow-up File

Chapter 12: Enough to Pay theRent?

“Meeting expenses, quittingyour job & beyond!”

265What Does it Mean to Grow YourBusiness • Making More Money • Find theOpportunities • Leaving Your Job Walt’sPrivate Journal • In An Instant • A Tip forQuitters • When Do I Quit My Job? • TheMove to Millionaire • What to Do If YouRun out of Steam • Selling The Business •The Final Word on Growth • A Final Wordof Encouragement • Main Points • Follow-up File •

Appendix 283

Index 330

Chapter 8: Profit“Money and me...!”

141The Law of One • Money. Can You Handle It?What You Say About Money. What Your MoneySays About You • God, Money And Me • MoneyAnd Self-Worth • Compensation is AppreciationCharging Appropriately for your Product orService • The Meaning of Debt • Saving • TheFinal Analysis • Basics • Understanding ProfitMargins (Finally!) • Understanding MarkupUnderstanding Breakeven • Setting Your Pricefor Profit and Prosperity • Types of IncomeThe Cycle of Success STEP 7 • Main PointsFollow-up File

The Cycle of Success Philosophy& Formula Review

157

Chapter 9: Starting Your Business161

“This is easier than I thought!”A New Word • What Business Are You In?Who to Sell To • Choosing The Best BusinessModel • Where You Do Business • The RightName • Choosing the Right Business StructureProtecting Your Assets and Ideas • Starting aBusiness: The Process • Types of BusinessStructures? • How to Form A CorporationWhich Structure Should You Choose • OtherConsiderations • Financing Your BusinessOrganization Chart • From the Ground Up • AQuick And Easy Business Plan • ProtectingYour Assets And Ideas • Manufacturing YourProduct • A Smooth Operation • Cutting CostsSetting Up Your Business Online • InternetBasics • Making Money Online • Your EINCycle of Success STEP 8 • Main PointsFollow-Up File

10 • Turn Your Passion Into Profit

List of Illustrations, Forms and Charts_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

• New Thought Success Practices 59

• Wow Factor Asset Chart 67

• Passion Personality Test 85

• The Value Tree 119

• Passion-Finder Chart 126

• The Passion To Profit Secret Formula 159

• Business Structure Comparison 177

• Organization Chart 183

• Form SS-4-Application for Federal Identification Number 197

• Press Release Sample 215

• Distribution Flow Chart 222

• Balance Sheet 229

• Income (Profit & Loss) Statement 231

• Monthly Cash Flow Analysis 233

• Schedule C-Profit or Loss from Business (Loss Scenario) 237;239

• Form 8829-Business Use of Home (Loss Scenario) 241

• Form 1040-US Individual Tax Return (Loss Scenario) 243;245

• Schedule C-Profit or Loss from Business (Profit Scenario) 249;251

• Form 8829-Business Use of Home (Profit Scenario) 253

• Schedule SE-Self-Employment Tax 255

• Form 1040-US Individual Tax Return (Profit Scenario) 257;259

• Triz and the Internet Chart 291-293

11

About The Author________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Walt F.J. Goodridge is known as the Passion Prophet.A graduate of Columbia University, Walt is a former civil engineer who walked

away from his career to follow his passion for music, writing, and helping others. Hehas been an artist manager, radio dj, record label owner, inventor, poet, network marketerand consultant.

He is the author of 10 books including Turn Your Passion Into Profit (AStep-by-Step Guide for Turning ANY hobby, talent, interest or idea into a money-making venture!), and owns and operates several profitable websites.

He is the creator of “Walt’s Friday Inspirations”, a popular weekly email of“the thoughts that create success” that he sends to the thousands who subscribe.

Walt writes for Entrepreneur Magazine and Black Enterprise, and has beenfeatured in Time Magazine, Wall Street Journal Online, the Dallas Morning News, TheKip Business Report and numerous publications and websites. Walt offers personalizedcoaching and conducts workshops around the country and through the LearningAnnex™ to help others make money doing what they love!

Walt’s workshops are ALWAYS interactive, solution-focused, fact-filled, pro-cess oriented, “How To, What To, and When To” events. If you leave without asolution to the SPECIFIC challenge you’re facing in turning your passion into profit,it’ll only be because you didn’t ask for one!

You may contact Walt at P.O. Box 618 Church Street Station, New York NY10008, or by faxing (212)658-9232, calling (212)831-1854 or via email [email protected].

“I share what I know,so that others may grow!”

--Walt F.J. Goodridge

12 • Turn Your Passion Into Profit

“I am proud to offer the world a philosophy and formula for turning one’s passioninto profit. I encourage its use by parents, teachers, coaches, as well as within

institutions of higher learning. It is my hope that it will foster a greater understandingand appreciation of our inherent value as spiritual beings and the expression of thatvalue within the physical marketplace. It is my wish that these ideas lead a revolutionin thought and in deed and usher in a new era of entrepreneurial expression, financial

independence, and personal freedom.”— Walt F.J. Goodridge.

The Passion Prophet

The Passion Profit PhilosophyYour PASSION is part of your life’s purpose

HAPPINESS in life starts when you pursue itEVERYONE has a passion

ALL passions have valueANY passion can be turned into profit

The Formula: The Cycle of Success

Purpose

Profit Passion

Product

Value No One Can Steal"If you create and market a product or service through a business that is in alignment

with your personality, capitalizes on your history, incorporates your experiences,harnesses your talents, optimizes your strengths, complements your weaknesses,

honors your life’s purpose, and moves you towards the conquest of your own fears,there is ABSOLUTELY NO WAY that anyone in this or any other universe can

offer the same value that you do!"

13

Chapter 1: Permission to Dream!"The Passion-Centered Life-style"

Welcome to the World! Congratulations! You are about to enter a brave new world!

Everything that you now accept about the world, about money, about value, aboutmaking a living, about your self-worth, your value to the world, even your purpose on theplanet is about to be challenged. By choosing to turn your passion into profit, you've givenyourself permission to dream. If you follow through with that dream, you’ll be doingsomething many people talk about and wish for, but few actually find the courage to do.

The reason more people don't take this journey, is that it's uncomfortable. Growthis always about stretching beyond the known. The answers you're looking for, the guid-ance that you need to achieve your goal won't sound like what you're used to hearingfrom the people around you. It's that discomfort that tends to make people fearful andgive up dreaming. Most of your life you've heard that in order to be a good child, a goodstudent, good employee, good spouse and a functioning member of society that you haveto give up your dreams, and do what's practical. You've heard essentially that you have tochoose between passion and profit.

Now, if you're open to seeing things differently, I want to suggest to you thatunless you're pursuing your passion, then your life is only being half-lived. And that ifyou're not doing it for profit, that you have no clue what you're missing out on. There's awhole other world that you haven't experienced yet. There's a world of freedom, ofgrowth, of living each day with a sense of purpose and passion. There's a world whereyou get up every day eager to see what happens next! A world where you make moneysimply by being and becoming who you are and who you were meant to be. A world thatrewards you for the uniqueness you bring to the party, not for doing what someone elsedecides is important for their balance sheet bottom line.

You've paid a few dollars for the chance to really change your life, and I'm goingto deliver on the promise of the title of this book. I'm going to share with you a philosophyand a formula for turning your passion into profit. Remember, one step beyond the wishis the way! So, again congratulations, welcome to the world, and let’s take that step!

“One step beyondthe wish, is the way.”

14 • Turn Your Passion Into Profit

Dream a World.Ninety-five percent of society finds itself working for someone else, and many

will continue to do so until they leave this planet. Have you ever had the thought that itwas unnatural and demeaning to be forced into confinement for 8 or more hours everyday, told when to eat, how to dress and how to speak?

Imagine for a moment what your life could look and feel like if you were makingmoney on your own terms. Imagine being free and in control of life, free to go to a moviein the middle of a weekday, play golf on a Tuesday, pick the kids up for lunch, or justmake decisions about how to spend your days without an employer's input. Imaginebreaking free from a life of servitude in order to start doing something that inspires you.

Imagine making more money in a month than you currently make all year. Or atleast removing your employer’s limit on the amount you can make. Imagine not having toplay someone else’s game in return for security and benefits.

Imagine creating your own definition of success, experiencing a bigger world ofbigger people, places, and ideas while making a difference in the world.

This book is for people who have started to imagine something different. It's forpeople who may have spent many years building someone else's dreams and have startedto wonder if that's all they were put here to do. It's for people who are feeling the needto do more, be more, experience more and leave a lasting legacy. They’ve started askingquestions like "What am I building? What am I really doing here? Is this all there is?"

If this sounds like you, you’re not alone. Others have found themselves ques-tioning their lives, and daring to dream a different world.

So what am I building? as I work every dayam I constructing my future or just temping for pay?

my efforts are bricks my foundation my dreamsmy faith are supports and my prayers are beams

is it a road of regrets that I build sure to fail?is it a wall of defeats with no ladder to scale?

is it a fortress of fear to bind dreams that can't fly?is it a prison for hopes that then wither and die?

is it a fence 'round my wishes with no way out, through or in?is it a castle for others while without I peer in?

to build bridges of victories over doubts I must chooseto build tunnels of experience that help others get through

to build towers up high from there vast lands surveyto build a temple inside and show others the way

and then built by design from a plan to be grandmy monument to life over time will still stand! What am I building?

Walt's Life Rhyme #48

15Passionpreneurs

By taking this bold step, you’ll join the ranks of a unique group of people I call“Passionpreneurs.”

Passionpreneurs are men and women of every age, ethnic group, educationalbackground, profession and religion. They include housewives, inventors and artists.They are a diverse group of people from every corner of the globe. However,Passionpreneurs do share one common trait: they’ve all found something they enjoydoing and have decided to keep doing it.

More significantly, not only do Passionpreneurs enjoy what they do, they getpaid to do it! They’ve found the hidden value in their talents, interests or pastimes, offerthat value to the world in the form of unique products and services, and do so for profit.In other words, they’ve created businesses that allow them to make money doing whatthey love. As a result, many have walked away from frustrating jobs to live the Passion-Centered lifestyle. They set their own schedules and control their time. They live accordingto their own personal value system rather than someone else’s. Furthermore,Passionpreneurs experience the joy, empowerment and unique satisfaction of beingcompensated for being who they choose to be, honoring what they believe in, and doingsomething they feel divinely called to do.

ANYONE Can Do ThisThe Passionpreneurs is not an exclusive club. I contend that EVERYONE can

turn their passion into profit because of a few special beliefs I have about people.I believe that everyone is creative. We are each an individual expression of

creation. Therefore, we each have within us the ability to create as well.I also believe that success is a process that can be taught and learned. Every-

thing that I've listed as the keys to my own success are ways of being that I learned andpracticed until they became my own habits. I believe people can learn to be successful.

Yes, I believe that ANYONE can turn their passion into profit. It doesn't matterif you've never run a business before. It doesn't matter if you don't believe that you'recreative. It doesn't matter what you think your present skills and talents are. I've seenpeople who considered themselves very ordinary, do some very extraordinary thingsonce they were given a vision that inspired them and which was presented in a waywhich moved them to action.

I believe that people sometimes need more than motivation. I've found thatmany people who attend motivational seminars find themselves "back at square one"shortly after the seminar. They leave high on momentary motivation, but with no definitedirection in which to apply it. They leave in awe as they marvel at another person'ssuccess, but often don't make the necessary connection in their own lives. I believepeople can succeed if they simply know what to do next in the process.

I believe that everything you need to become successful is already yours. Everydesire, motivation, talent, skill, reason and rhyme you need is already a part of you.

And finally, I know one individual who went to school for engineering, who nevertook a writing course, and who couldn't bring himself to strike up a conversation with astranger who is now inspiring others as a successful entrepreneur, author and publicspeaker. Yes, my friend, if I can do it, you can too!

permission to dream •

16 • Turn Your Passion Into Profit

How This Book Came To BeThe story of how this book came into being is itself a good example of the power

of pursuing one’s passion. I was living in Silver Spring, Maryland at the time, and had justsent Lessons In Success off to the printer. Because of the success of my websites, Iwas being sought for my expertise on launching online ventures. I was invited by anorganization called the National Money League (NML) to give a talk entitled "DoingBusiness on the Internet" as part of their Eagle's Nest workshop-- a seven week coursewhich focuses on mastering different elements of prosperity.

As I always like to do when I give public talks, I involved the attendees from thevery beginning and tailored my presentation towards their immediate needs and interests.I discovered that people were more interested in discovering what their passions were,and how they could make money doing it, than finding some turn-key online business theycouldn't really get excited about. As a result, the discussion evolved into a brainstormingsession in which we all contributed suggestions to help individual attendees discoverwhat it is they loved to do and to come up with business ideas with which to capitalize ontheir unique interests. It was an exciting and enlightening night!

According to NML founder, Sidney Harleston, what happened that night reallygot people excited. She invited me to return as one of several presenters in a single-dayworkshop which would allow more people to experience the magic of that evening.

Over the course of the next week, she shared with me the enthusiastic responseshe was receiving to my topic. So much so, in fact, that Sidney said she could sell all theavailable seats just on that section alone. She then added, "It's great that your book[Lessons In Success] will be out by then, too!" I replied, "Sure, but Lessons In Successisn't really a how to book on creating a business around your passion.” I added jokingly,“I'd probably have to write a separate book for that!" At that instant, that old familiar lightbulb went on and shone brightly on an idea that I now realize had been in production formost of my life. It reached completion at that very moment.

The idea that was conceived at that moment was the perfect embodiment ofwhat my life had been about for the previous 8 years. Ever since I walked away frommy corporate job, friends, family and strangers seemed inspired by my commitment tomy passion, and have asked me to share my experiences, insights, tips and advice to helpthem do the same. A book on that very topic was actually long overdue. I decided to callthe book How To Make Money Doing What You Love.

Sidney called a few days later to announce the name she had come up with formy section of the all-day workshop. She would call it “Turn Your Passion Into Profit.”

"Hmmm," I thought to myself. "That's a catchier title. Perhaps I'll use that."The next day, I sat down to write the book you are now reading. My task, over

the next several weeks was simply to add the words to the idea; to put the knowledgethat already existed in my mind, into a form that others could access. This book, there-fore, is filled with information that I have been living and sharing with thousands ofpeople in many different ways. It is nothing less than every single word of advice andguidance I've given to the questions people have asked over the years.

17What This Book Can Do

This book will offer information through practical steps to get you from whereyou are now to where you want to be.

This book will provide inspiration in the form of success thoughts, step-by-stepinstructions, as well as real-life examples of people who are turning passion into profit.

This book will offer ideas for businesses that you may never have considered.If you have never been in business for yourself, but feel that following your

passion is the next important step in your life, this book can help you think differentlyabout the task ahead in a way that will increase your chances of success.

If you are already in business for yourself, but still haven't found somethingyou're passionate about, this book can help you to reclaim some of the things that used toget you excited, and perhaps help you find some forgotten dreams to commit to.

This book will help move you in the direction of your desire. It will offer a pro-cess to lay the foundation for a successful business as well as a fulfilling life.

This book will answer the most frequently expressed concerns about turningyour passion into profit.

Frequently Asked Questions About Turning Passion Into Profit: 1. How do I find my passion? 2. How do I overcome the fear I have of pursuing it? 3. Are all passions profitable? 4. Should I take a business class? 5. How much money will I need to start my passion business? 6. Where do I begin? 7. How long does it take to start making money? 8. How do I know if what I've chosen is my real passion? 9. What should I do if I don’t like selling?10. Can I make enough money to pay my rent?11. How can the Internet help me turn my passion into profit?12. How much should I charge for what I do?13. When should I quit my job?14. Should I distribute my product myself or work with a distributor?15. How do I know if and when it's time to throw in the towel?

By the time you've finished reading this book, you'll have the answers to all thesequestions and many more!

What This Book WILL NOT do for You:At the same time, this book will not make you happy, but happiness may seem a

more attainable goal by reading it.This book will not think for you, but the way you think may be changed forever

by reading it.This book will not dream for you, but your dreams may cause you more excite-

ment by reading it.This book will not act for you, but the actions you choose may be more effective

by reading it.

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18 • Turn Your Passion Into Profit

This book will not exempt you from the challenges you will face or the life testsyou will be given, but it will help you to interpret the lessons they offer.

This book will not be the definitive source on every topic that's covered. It'sdesigned to highlight the areas that are connected to your success, and offer guidance ifyou wish to pursue more knowledge in those areas.

This book will not guarantee a specific profit from your venture, nor will it guar-antee that the first passion you choose will be successful. It will, however, exist as aconstant reminder that success is a journey, and that where you end up is always afunction of your next step.

How to Use This BookAs I mentioned earlier, I believe success is a process that can be learned. In

order to extract the greatest benefit, it may be important to know how we learn.We learn by asking the right questions. At the end of each chapter are sugges-

tions and questions entitled “The Right Questions To Ask.” These mental exercisescondition your mind to go ever deeper into its infinite pool of resources to find solutions tothe challenges you face.

We learn by doing. Once you know the right questions to ask, the next step is tocreate a “to do” list based on those questions. All great achievers work from lists. If yougain nothing else from this book other than the habit of creating lists from which to tacklethe challenges of your life, you’ll be among the world’s great achievers. This book ismeant to be interactive and experiential. I encourage you to perform the suggested tasksin the follow-up file at the end of each chapter.

We learn skills through repetition. Go through the exercises over and over. Eachtime you do, you'll find yourself moving closer and closer to your goals.

Finally, we learn best by teaching others. Imagine that you'll be required to give aseminar on what you've learned. Share this book with others. Explain what you've learned.Explain the process. Explain the main points. Explain those sections with which you havethe most difficulty. You'll find that in teaching it to others it becomes a part of you that youcan tap into at any time.

The Secret Power of Life Rhymes!This book also offers inspiration in the form of what I call Life Rhymes. Life

Rhymes are “positive, situational, success-oriented, lyrical, rhyme-based poetry designedto inspire new ways of thinking.” They are part affirmation, part advice column, partinspired observation, part proverb, part prayer and 100% life lesson all rolled into one.They are meant to guide your thoughts so that you see the world differently, interpretyour situations effectively, think critically, and then make choices and act in ways thathelp you reach your goals and support your greatest aspirations.

Their secret power lies in the fact that, as poetry, they activate your “rightbrain”-- the more creative, intuitive part of your brain. It is in achieving a balance be-tween the left (analytical) and right (creative) sides of our brains that we achieve themost success. Check out the Lyrics for Living series for the complete collection.

19Don’t Judge The Messenger

Always remember that where you are in life right now is a direct result of all theknowledge you have accumulated and all the thoughts you've thought up to this point.Therefore, if you are not exactly where you want to be, perhaps the thoughts you'rethinking aren't working? Why not try things a little differently? Be willing to step outsideof your comfort zone.

This book offers a philosophy and a formula inspired by information and ideasfrom such varied sources as Scientology, Hinduism, Vegetarianism, Eckankar, Astrology,Caribbean culture, and from people as ideologically different as Elijah Muhammad, DeepakChopra, Les Brown, Buddha, and a wacky engineer friend of mine in New Jersey.

It's the same life lesson once againI'm learning not to judgeBut habits are like mules sometimesand just refuse to budge

When preconceptions take controlI don't accept all as I shouldBut everyone deserves a chanceso I'll focus on their good

I'm prone to discount others' worthand judge by what I seebut each man's worth mirrors my ownso I'm really judging me

My world is made by gifts of thoughtthat return that which I giveI'll judge not lest I too be judgedand learn my lesson of how to live! Judge Not

Walt’s Life Rhyme #117

No More ExcusesAs you proceed on this journey, you may find yourself challenged by doubts and

fears. While this is a natural part of being human, giving into them doesn’t have to be.Here are suggested counter arguments for “The Top Ten Excuses People Give Them-selves For Not Following Passion”

Reason #1: Will people really want to pay me for this?If you believe that the only place your good can come is from your employer,

then that's the reality that you will create. If you accept that your good and all the bless-ings of the universe come from other sources, and that you can create and receivewealth for yourself from any channel, then you'll understand that you can make enoughto thrive, not just survive!

permission to dream •

“Information,inspiration

and ideas mayarrive

dressed in thestrangest of garbs.”

20 • Turn Your Passion Into Profit

Reason #2: I don’t have the credentials.Most successful entrepreneurs don’t have a formal education or degree.

Reason #3: Will it continue long enough for me to be successful?See the answer to reason #2 above. The question is not whether IT will continue

long enough for you to be successful, but will YOU?

Reason #4: I don't know where to begin.You feel this way because you feel overwhelmed by the task. Make your list of

things to do and simply take one step at a time.

Reason #5: I have kids and a family to feed.Yes, and soon the kids will have more expenses, like college tuition. It's been at

least 20 years since one or even two incomes has been enough to meet the averagefamily's rising cost of living. Rather than working more and more hours to make moremoney, wouldn't it be easier to put something in place to decrease your dependence on asingle stream of income?

Reason #6: I'm not a good business person.That's not a requirement. Many of the most successful entrepreneurs are "idea

people" who were smart enough to find people who are good in the areas they aren’t.

Reason #7: If I leave my job, I'll lose my pension and benefits.If it's predicted that 97% of the population will retire dependent on family, friends

and the federal government to survive, and they're doing pretty much the same thing youare, what assurances do you have that your fate won't be the same? Besides, no one'ssaying you have to leave your job, but why not think about creating something that cancreate your own pension and benefits.

Reason #8: I'll think about that when I'm older.And in the meantime? There really is no such thing as the future.

Reason #9: It'll take too long for me to be successful at it.Ask yourself: "How old will I be in 10 years?" Then ask, "How old will I be in 10

years, if I don't do this?" Then ask, "How old will I be in 10 years if I do this?" The factis, the years will pass regardless of what you decide to do. By not doing, you've simplydecided to pass the years unhappy and frustrated rather than in pursuit of fulfillment.

Reason #10: I'll start when I have the money to invest.Many people assume that no actions can be taken unless and until they have a

certain amount of money. In fact, just the opposite is true. Paperwork can be completed.Products can be designed. Calls can be made. Estimates can be acquired. Marketingstrategies can be mapped out. And it's been my experience that if you proceed as if youhave the money, faith will bring what you need. The creative power of the universe isbrought to bear by commitment and serves men and women who go after their dreams.

21Now none of this is meant to minimize the reality of your current situation, or to

imply that the challenges you face aren't real. Yes, it is challenging to raise three kids, andhold down a job, and pursue a passion at the same time. However, what you need during thosemoments that threaten to overwhelm you are simply reminders that you can do it. You needto be reminded that others have done it, and you can too. You need to be reminded thatthe alternative to trying is the same unhappiness that drove you to do something differentin the first place. You need to be reminded of the fact that you can be, do and haveanything you want if you're simply willing to pay the price. It may not always be easy, butit will always be worth it. Remember, you can always find excuses not to do somethingyou're afraid of. The question is can you find the courage to act even in the face of fear?

It’s not about credentialsregulations or degreesIt’s not about some boardthat validates your expertise

It’s not about the cash flowor that “money’s kinda tight”It’s not about your rentor getting finances just right

It’s not about you needing proofand knowing this scheme worksIt’s not about your pension planjob benefits or perks

It’s not about your debtsor paying back the student loanIt’s not about your ageor waiting ‘til the kids are grown

And NO, it’s not a time thingso just stop THAT idle chatterWe all know people find the timefor things that really matter

permission to dream •

So what is it that stops you?Well, the truth is that you’re scaredBut rather than admit ityou just say you’re unprepared

When children want they’re fearlessfor there’s nothing they want moreBut as adults choose safetythe predictable and sure

And skill and time and money?You know what I’ll say is true:You know those who do more with lesswho’re not half as bright as you!

Yes, all you need’s desireforget all that other stuffAnd simply ask one question:“Do I want this bad enough?”

Walt’s Life Rhyme #316Excuses, Excuses

22 • Turn Your Passion Into Profit

Permission To Dream Laura is an eighth-grader whom I had the pleasure of tutoring in Math. As we

finished our tutoring session, Laura and I started talking about personal interests. Aftermuch probing, I discovered that Laura really loves to sing. She told me, however, that herlove of singing, and the unique thrill she gets doing it was something she had to hide fromher parents, as they thought in terms of traditional paths of education and employment.As I encouraged her to tell me more about her passion, Laura became a different persononce she realized that I was an adult who wanted to hear about her dreams, and whowould actually encourage her to think about being a singer.

I’ve since lost touch with Laura, but I truly hope that she continues to honor herpassion. I truly hope, as well, that you too can reconnect with your dreams with the sameexcitement of a 12-year-old who's been given permission to dream!

23

MAIN POINTS OF CHAPTER 1“Permission to Dream”

• As one who seeks to turn your passion into profit, you are about to embark on a uniquejourney of discovery. However, the price of the freedom you seek is that you must giveup your attachment to your present reality and some of the people, ideas and habits thatare a part of it. Change is the price of freedom.

• This book, which contains the world’s first philosophy and formula for transformingpassion into profit, is itself a manifestation of one person’s passion for teaching.

• The Passion-Centered Life-style is a life-style of choice, freedom, control, financialindependence, personal fulfillment and continuous personal growth.

• The secret to success in any endeavor is in asking the right questions. This book willpose many questions that you may never have taken the time and energy to answer.This book can also answer many questions, introduce you to new concepts, principles,habits and strategies for achieving the Passion-Centered Life-style.

• At the same time, this book will not think, dream or act on your behalf, or exempt youfrom the ups and downs that it may be necessary to experience in the process of growththat change will require.

• Everyone is qualified and capable of turning his or her passion into profit. Every desire,motivation, talent, skill, reason and rhyme you need to make it happen is already a partof you. The information, inspiration and ideas contained within will help you to succeed.Perform, repeat and teach the concepts, tasks and habits suggested in this book. That isthe way to make them a part of you.

• The information, inspiration and ideas provided in this book have come from manydifferent world views, belief systems and practices. Allow yourself the benefit of anopen mind. Don’t judge the messenger.

• Don’t allow a belief in your current excuses to rob you of the opportunity to do whatyou love to do. Find the courage to face the fears that hold you back! You now havepermission to dream!

permission to dream •

24 • Turn Your Passion Into Profit

FOLLOW-UP FILE FOR CHAPTER 1“Permission to Dream”

INSPIRATION: Passion Seeker Profiles____________________________________

“Passion for Patching”Ever since he was 8 years old, Kaile Warren loved to fix things. Through an

unfortunate turn of events, Kaile soon found himself disabled, unable to work and,eventually homeless. He woke one day with a divinely inspired idea to take his passionfor being handy around the house and create a business offering the same service tohouseholds which didn’t have the time or “man power” to do it. He called his newbusiness “Rent A Husband.” Sales are well over 8 million two years after he started.Kaile’s advice: “Once you find your passion, intoxicate yourself with it. A life withoutpassion is a very sobering and difficult journey.”

____________________________________

IDEAS: The Right Questions to Ask• What specific things can I do to prepare for the changes I expect?• What am I prepared to give and to give up in my life?• What dreams have I stopped believing are possible for me?• What are my own 20 frequently asked questions about turning passion into profit?• Read the stories of people whom you admire for pursuing their passions. Their stories will have the common element of triumph over adversity and willinspire you to greatness. People like Michael Jordan, Oprah Winfrey, Tony Robbins,Sylvester Stallone, Ray Croc, or even local heroes profiled in newspapers, maga-zines or on the internet exist as examples of the courage you need to create theworld of your desires.

25

Chapter 2: The Passion Prophecy"A wake-up call"

New Passion Times

Passion Prophet PredictsAmerica’s Return to

Pre-Industrial Economy!NEW YORK--Corporate layoffs. Outsourcing. Automation.

Downsizing. Paycuts. These are all fancy words for the same phenomenon:Americans are losing their jobs. What will the newly jobless do to securetheir future? Walt F.J. Goodridge, a New York-based career coach, andspeaker known as the “Passion Prophet”, may have the answer: Americamay have to return to an economic model that existed over 100 years ago!

“Before the Industrial Revolution, 80% of the population wereentrepreneurs,” Goodridge explains. “You either worked the land you livedon, or had a skill that you bartered or sold to survive. It was only withmechanization and industry, which required labor in factories, that peoplemoved away from being self-sufficient, to working for someone else.”

In the face of changing economic realities and disillusionment,many people are questioning the ways they currently make money and seekto create additional incomes. But, instead of getting more jobs or openingfranchises, many are looking inward and asking, “What am I good at?”“What’s my passion?” Indeed, traffic and orders have increased onGoodridge’s www.PassionProfit.com website, which offers books,workshops and courses for people seeking to discover, develop and profitfrom their passions. His unique formula is based on the philosophy thateveryone has a passion, and every passion can be turned into profit.

“Today’s trends are all pointing to a move back to the way thingswere,” Goodridge prophesizes. “As the corporate landscape becomes moreuncertain, people will need viable options for increasing their streams ofincome just to survive....[continued in Lifestyle Page 23]

26 • Turn Your Passion Into Profit

A Changing LandscapeIn a recent cover story article in Business Week Magazine, it was reported that

as a result of a shrinking labor market (the people available to be hired), greater opportu-nities and global competition, companies are being forced to find ways to get the job donewithout paying employees more. Hence, a new pool of workers is being wooed to theirpositions with stock options, bonuses and other performance-based perks rather than bigsalaries. These incentives are all ways to compensate exceptional employees withoutincurring fixed costs which might cripple the company in the event of an economic down-turn. If the economy gets shaky and employers have to cut corners, it's easier to stoppaying bonuses than it is to reduce a person's "locked in" salary. The companies savemoney, and still get the job done.

Among the other tactics companies are using to keep their costs down are:insisting on longer hours without overtime pay; laying off higher paid employees; hiringtemporary workers and immigrants; and forcing higher productivity out of its existingworkforce. One hotel operator reportedly places dirty laundry behind the front desk sothat check-in clerks can wash the linen in their down time. [Business Week. Dec ‘99]

The latest predictions for our workers' economic future suggest that the socialsecurity benefits that we've been led to believe will be there to take care of us in ourgolden years, won't be there when we retire. Inflation, the soaring national debt, andglobal competition have made this a very different playing field than that on which yourparents played. There is growing concern that if current trends continue, there simplywill not be any money available to pay social security benefits to future generations.

All this leads to a more unstable future for you if you are an employee. Andwhile you're not guaranteed the big bucks if you jump out on your own, you'll at least bewise to have a plan B, C, D and E in the works as your own insurance policy. I alwaysremind people who seem committed to big companies to their own detriment that thesecompanies make decisions based on their own bottom lines, and nothing else. Your bills,your children and your devotion and loyalty have no place to be entered on your employer'sbalance sheet. The landscape is changing and you need to prepare for what may happen.

Are You Living A Lie?In our society, we are told to go to school, get good grades, graduate, get

a good job, get married, have children, buy a home, work for a company for 40 years, andsomehow, slowly but surely, we will rise to higher and higher levels of prosperity andhappiness. Burke Hedges, in his book, Who Stole The American Dream, which persua-sively promotes the merits of Network Marketing as an alternative paradigm of success,explores the disillusionment that comes with the discovery that the American Dream ofsuccess is a misconception that holds no promise for the future.

The truth, as more people are beginning to realize, is that the rules of the gamehave changed. What may have worked well for previous generations, is now a recipe fordisaster when applied to the unique economic reality of present-day society. No longercan the average person rely on the security of working for a large corporation. No longercan a single income comfortably support the average family. The truth is 97% of workingpeople will retire broke and dependent on family, friends and/or the federal governmentfor survival. The truth is more and more retirees are having to get jobs just to survive.

27In addition to the economic lie that most of us are living, there is also the lie of

self-actualization that has been fed to us. We are taught that our primary concern whenit comes to choosing a profession should be that of practicality. After all, we are told, wehave bills to pay, and responsibilities that require a stable income with benefits. We areled to believe that artistic pursuits will never be able to provide that income. As a result,we spend our working days--our productive years--engaged in activities for which wehave no passion. We mistakenly think that we can find happiness despite this misguidedpursuit. The truth is that the pursuit of practicality has never led the searching soul tohappiness. Honest expression is the cornerstone of happiness.

For many years, John, a successful stock broker, lived a vicarious existencethrough his friend Steven, a painter who, though always struggling, was determined not tocompromise his passion. John would occasionally lend Steven money to help him pay hisrent, or to buy supplies. As a child, John himself had developed an interest in art and hadeven won a few awards for it in high school. His father, however, discouraged him frompursuing an artistic career, and even refused to pay for John's college education unlesshe pursued a degree in business. As a result, John’s opinion of his talent waned. Hestarted to believe less and less that what he created could have any value such thatpeople would pay him for it. Meanwhile, he amassed an expensive collection of beautifulart that adorned his home. It was years before he developed the courage, with Steven'surging, to actually try his own hand at painting again. Slowly, John got back into his artand, with Steve's help, has even sold a few pieces....for money!

We are taught the lie that there is less monetary value in our creative expressionthan there is in other "more practical" activities. And that’s simply not true.

You Can Handle The TruthSome time recently, I was discussing the topic of relationships with a dear friend.

She commented on the drama she always seems to encounter when dealing with themen in her life. She wondered aloud why even the men she thought were just friends, hadexpectations of her that were more in line with an intimate relationship. From where Istood, it was obvious that there was something wrong with the picture she was painting.Though she said she and her current topic of conversation were "just friends", I knewthat she was not addressing the real issue. I knew from previous conversations that bothshe and her friend really wanted something more than just friendship, but had decided itunwise given their individual situations. They decided to move forward and build a rela-tionship built on a lie.

Until she addresses the real issue of the type of relationship both she and her“friend” really want from each other, everything they do will be just a facade. I explainedthat any relationship entered into under false pretense is doomed to difficulty.

Attempting to solve any difficulty while avoiding the bigger picture simply com-pounds the deception and creates drama. I told her that operating under the wrongpremise and missing the big picture was like being on the Titanic during its last hours andasking people for directions to the shuffleboard contest!

Many of us will, in fact, miss the lifeboat of happiness because we don't realizethat the big-picture-truth is that we're on a sinking ship. The lie that many of us laborunder comes from what others have defined us to be. We haven't been told the truth

the passion prophecy •

28 • Turn Your Passion Into Profit

about ourselves, so we cannot be true to the truth of ourselves. Consequently, we liveour lives chasing an illusion of happiness within a life that's going nowhere but down. Thegreatest lie that you live is that of someone else's perception of who you are.

Have you ever thought about what your life would have been like if your parentsand teachers had encouraged you to follow your gift of sports prowess, or your penchantfor art, or your love of animals rather than push you to be an accountant or an engineeror a lawyer? It's an interesting thought to ponder. However, it really doesn't matter.There's no such thing as a wrong decision. There are no mistakes. There are simplychoices and opportunities to grow and learn. Every single decision you've made, or thatwas made for you, has contributed to you being here at this very moment with this bookin your hand, ready to make a change. Everything you've learned along the way--eventhe unhappiness and frustration--will help you to discover your passion and turn it intoprofit. In fact, by the time you've completed this book, you may want to thank yourparents and teachers for giving you the opportunity to discover who you want to be byhaving successfully shown you who you are not. Sometimes your greatest growth comesafter experiencing a situation that simply confirms for you the reality that you don't want.

So don't beat yourself up over the decisions you've made. As a wise man oncesaid, "pity not the man for the challenges he faces, but for the lessons not learned in hisresponses." The tragedy is not that in the past you were steered in a direction that wasnot towards your passion. The tragedy will be if you allow yourself to keep going in thatdirection once you recognize the power you have in the present. Everyone will learn theirlessons eventually. For some people it will take a little longer (maybe several lifetimes).Others will recognize the lessons in an instant, get themselves out of there, and move on.

The Truth: A New Survival StrategyHopefully you are now ready to look at the real issues and to discover your own

personal truth. In addition to the personal fulfillment of living a life of truth, there isanother compelling reason why you'll want to look seriously at turning your passion intoprofit. That reason is basic survival. Your survival on a financial and mental level is inthe balance. As stated before, the game has changed. In order to prosper in the newera, a new strategy is needed. Here are some tips for what your strategy should include.

Build assetsIn his book, Rich Dad, Poor Dad, author Robert T. Kiyosaki shares the secret

of why the rich get richer and the poor get poorer. What keeps the poor battling inpoverty is their failure to create assets which generate money. When most averagepeople get some extra money, be it a pay raise or lottery winnings, they immediately seekto buy things which end up increasing their liabilities. They buy gas-guzzling cars, tax-draining homes, and indulge in expensive habits which deplete their earnings and putthem in a worse position than before. The key to wealth is to focus on building assets thatgenerate wealth so your money works for you to create more money. Kiyosaki lists ashis choice of assets to invest in: stocks, bonds, mutual funds, income-producing realestate, notes, royalties and your own business. A business that can generate moneywithout your presence is one of the best and most liberating and lucrative assets to own.

29Create multiple streams of income

In times past, it was possible to sustain a family on a single stream of income. Associety changed, the era of the two income household was ushered in. Both mom anddad now had to work just to maintain the same standard of living. As things continue tochange, unless mom and dad create more streams of income in addition to what they'recurrently making, their standard of living will start to slip away. Economic uncertaintybrought about by technological advancements, a declining labor market, and inflationmakes it more necessary than ever to have one or several "plan Bs" in place. Diversifi-cation doesn't only apply to your stock portfolio anymore. To survive you need to createadditional streams of income each strong enough to support you should any one dry up.

Seek sanity and stay healthyIt's often said that the definition of insanity is "doing the same thing over and over

again and expecting different results." Many people continue to deny their passions ev-ery day, showing up to a job that offers them no fulfillment, while expecting some daythat something miraculous will happen to bring them happiness. It's the ultimate in self-deception and insanity to expect an outcome of truth from a life lived as a lie.

Now, I can't actually prove this, but I'm sure you intuitively know this to be trueas well that people who are doing what they love live longer and happier lives. Studies doshow, however, that stress (the regular stress of being in a job you hate, perhaps?) candampen the immune system's ability to fight off disease. Studies have shown, also, thathaving regular social interaction with others may be as important to your health as goodnutrition and exercise. And, guess what? Making new friends is often easier if you aredoing something you love and interacting with others who share your interests.

Why It's So Much Easier Today to Turn Your Passion Into ProfitThese days there are less excuses for not following your passion. One reason

it's easier today to turn your passion into profit has been the development of the singlemost powerful business tool of the 20th Century: the Internet. The Internet is the greatleveler. It is the level playing field that we've all wished existed. It offers the consumermore choices, it offers the business owner a global pool of customers, and it offers theentrepreneur a means of competing with bigger businesses.

The main reason the Internet makes it so much easier is the concept of the "widethin" market. In a recent article, Rich Karlgaard, Publisher of Forbes Magazine, states:"Sufferers of rare diseases, start-ups in Africa seeking funds, instrumental surf-musicenthusiasts--each is an example of a market that is skinny in the local market, but, glo-bally, inflates to a profitable mass" [Forbes, May 17, 1999 Issue]. In other words, ifyou were to set up a traditional retail outlet selling your particular product to a nichemarket, you would be limited by geography to just those people within a reasonabletraveling distance. With the Internet, however, everyone from Cancun to Canada withaccess to a computer and a modem can browse your website and order from you. Yourpotential customer base is everyone, everywhere at any time!

Even former United States President Bill Clinton, declared himself a bona fide e-shopping (electronic shopping) convert. "I intend to join them (cyber-shoppers)," Clintonsaid, "because online shopping has significant benefits, not just for consumers and large

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30 • Turn Your Passion Into Profit

established retailers. Online commerce also opens a world of opportunity for local arti-sans and small entrepreneurs." He added, "One of the key reasons our economy [will]continue to thrive is that we're making the most of new technologies."

The unifying effect the Internet will ultimately have on our society may be be-yond our comprehension. According to visionary Andrew Zolli: "We are on the first letterof the first word of the first sentence of the book of global interconnectivity."

Another reason it's easier today is that support systems exist that can help youachieve and maintain the passion profit life-style. The Small Business Administration(SBA), The Service Corps of Retired Executives (SCORE), the Young EntrepreneurOrganization (YEO), and dozens of other organizations exist to provide information, guid-ance, and even counseling. See appendix for additional resources.

Reality Reconstruction: Are You REALLY Ready?I would be remiss if I didn't prepare you for some of the consequences of the

path you're about to embark upon. There is going to be a price to pay for acting onthoughts that go against the norm. In addition to the ridicule and rejection you may facefrom friends and family, there will also be some cosmic forces at work.

Many of us don't recognize how the universe works. Quite simply, if you areliving in a house and wish to build a bigger better house, it may be necessary to demolishthe existing house down to its foundation before you start building anew. In much thesame way, once this creative universe we live in gets its orders from you that you wantto change your reality, strange forces are set in motion that begin making the necessarychanges in your life. If you've been living with people who think negatively and are goingnowhere in their lives, you may find yourselves arguing more frequently, or it may sud-denly dawn on you that this person whom you thought you knew, has grown in an entirelydifferent direction from where you now find yourself. You may have to make some harddecisions about who to keep with you on your journey, and who to leave by the roadside.They may hold you back from reaching your dreams. Go on without them, and if lateryou decide you still want their friendship, you can always come back and get them.

Similarly, if you've found yourself in a nowhere job, and you wish for the fulfillmentand freedom of pursuing your passion, don't be surprised if things start happening whichlead to a (forced or voluntary) separation from your present place of employment.

It's a phenomenon I call "reality reconstruction", and it usually happens rightafter a new reality is wished for and committed to in a significant way. I witnessed thisphenomenon firsthand in one of my business ventures. Within a few days of signingsomeone into my network marketing business, some "catastrophe" would befall them. Itmight be an illness, a fight with a spouse, a car accident, or some seemingly randomevent. At first I thought I was jinxed, or worse, that I was jinxing my new businesspartners. I soon came to realize, however, exactly what was going on. Their realitieswere being reconstructed.

Interestingly, "reality reconstruction" doesn't affect everyone. Some people meettheir dreams at a point in life after they've gone through the necessary preparation. Forthose people, it can be a smooth transition into their dreams. However, of those it doesaffect, many fall by the wayside, overwhelmed by the unexpected changes in life, whileothers see it and embrace it for what it is, a reality reconstruction in progress.

31At the same time, I often inform people that following a passion can mean ups

and downs, uncertainty of regular income, having to make late payments, having yourlights turned off, having your telephone disconnected, and maybe even homelessness.

In Lessons In Success Volume I, I recount the months where I was basicallyhomeless and living on my friend's couch and running my business from his living room.I knew that this was a temporary reality that I needed to experience to get to the successon the other side. Nothing motivates like desperation. And for some of us, experiencingdire straits is the only way we'll ever develop the inner strength to really do what'snecessary to succeed as entrepreneurs. Are you prepared for any of the possible recon-structive realities that you may experience while you build your life anew?

I know of people who say they could never go through those kinds of experi-ences. If they happen to be married with children, they add that being single would makesuch changes easier. In response, I encourage people not to let their reason for doing thisbe their excuse for not doing it. Think about it. Many people crave the Passion ProfitLife-style so they can spend more time with their children, but use the "responsibility" ofproviding for their children as the reason for not taking the risk to succeed.

I know of one woman with three children and a husband who quit her high-paying job to pursue her passion. She ended up homeless and on public assistance (kidsand all) just before her big break came along. She didn't let the downs get her down, andrealized that all things "come to pass." That is, they have come so that they can pass. Sheknew that sunshine follows the rain; that there's always the seed of victory within everydefeat; and that sometimes it's necessary to hit bottom, before you can bounce back up.

Like a prophet I riseafter bearing my crossresurrected from a tombof my own backward thoughts

Like a ball I bounce highafter hitting the groundreaching up to the skieswith the new strength I've found

Like a phoenix I soarup from ashes of menothing left but to do it On My Way Back Upand be all I can be Walt's Life Rhyme #34

So, which example would you rather set for your children? That of a bold, cou-rageous individual who follows his/her dreams despite the ups and downs, taking a chance(and possibly succeeding)? Or that of a person who allows him/herself to be paralyzedby fear and doubt? The choice is yours. Your children will face a very different worldfrom the one you currently do. How will the example you set prepare them to succeed?

the passion prophecy •

“Nothing motivateslike desperation!”

32 • Turn Your Passion Into Profit

The Dawning of A New AgeThere is indeed a new age upon us. Mankind is emerging from outmoded ways

of life and into new and innovative ways of thought and being. The shift is from thepredictive to the creative; from the visible to the intuitive; from fate to free will; fromcentralized external power to self-empowerment; from respect of things scientific to areverence of things natural; from segmented concepts of medicine to a wholistic ap-proach of healing; from an external concept of divinity to one which values the divinity inall of us.

Astrologers call it the age of Aquarius--the age of equality, personal responsibil-ity and self-creation. It is the age of spiritual adulthood in which direction and guidancecomes from group consensus rather than a father-like spiritual leader. It’s the age inwhich the new values are community and global access. Scholars call it the InformationAge, heralded by the decentralization of government, drastic changes in corporate America,and which is now being pushed ever forward by the rapid growth of the Internet.

This global shift in consciousness will affect how we seek ultimate expression ofwho we are. Following one's internal compass and passion rather than the preprogrammeddictates of externally imposed tradition will be the mantra of the spiritual adults of thisnew world. This is an exciting time which supports your decision to follow your dream.

33

MAIN POINTS OF CHAPTER 2“The Passion Prophecy”

• If you've found yourself questioning the meaning of life, and realize that you are livinga lie and not being true to yourself, then perhaps it's time to start following your passion.

• Massive changes are affecting the way people earn money. Some of the economicforecasts paint a dire picture for the future. Companies are cutting back. Social Securityis in jeopardy. And, the security once possible working for large companies is no longerguaranteed. The rules of the game have changed, but many people are still living andworking outmoded plans.

• The new millennium will bring tremendous changes in the way we do business, in ourunderstanding of personal growth, in spiritual awareness and in people's ability and will-ingness to earn their livings in nontraditional ways. They will seek more and more to dothings that fulfill them. At the same time, many will be forced to seek alternative meansof income out of sheer necessity. This will be the decade (and beyond) of the entrepreneur.

• A new strategy is needed in order to maintain financial sufficiency in this new millen-nium. Create assets, develop additional streams of income, seek sanity by staying true toyour dreams and pursue your passion. These are the major aspects of that strategy.More people are seeing the wisdom in finding value in their talents, hobbies and interests.

• Because of the Internet, it's easier today to turn your passion into profit. It provides themeans to take advantage of "wide thin markets " that in previous eras would not havebeen profitable.

• As you learn to think differently, your life may go through some drastic changes asthings are broken down to be built anew. This reconstruction is not your new reality, butsimply a necessary step to create it.

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34 • Turn Your Passion Into Profit

FOLLOW-UP FILE FOR CHAPTER 2“The Passion Prophecy”

INSPIRATION: Passion Seeker Profiles____________________________________

“Just Plain Passion”At 3 years old, Lorraine Johnson-Coleman proclaimed to her mother, “I want

to make books!” Since then, writing has always been her passion. However, sheallowed her father’s urging to do something “more practical” to influence herdecisions. In college, though she majored in English, she also had a minor ineconomics. She ended up in a high-profile, well-paying job on Wall Street, which,though it appeared to have all the trappings of success, made her absolutelymiserable.

Still nurturing her hidden passion for writing and communicating, she foundoccasions to share her work with others. After reading one of her poems in public forthe first time, amazed strangers and friends asked her why she wasn’t doing that for aliving.

She decided to quit her high profile job, and move to Georgia to follow herpassion. Things didn’t immediately work out, and Lorraine and her four children andhusband found themselves homeless. She always knew, however, that if she followedher heart, that things would work out. So, even while living in a shelter, she managedto publish “Just Plain Folks” which won her critical acclaim and eventually a 7figure publishing contract.

You might have seen Lorraine on an episode of the Oprah show in which sheshared her advice to the world. She says, “Recognize that the difficult times don’tdefine you, or limit you as to what you can be. It’s just for the moment. It’s just apassing thing.”

The other great lesson she’s learned from her experience, as she poeticallyputs it, is her wish that “these four African American children that I call my own canlook at my life and truly realize that anything is possible. And, I hope they go for it.”

____________________________________

IDEAS: The Right Questions to Ask• What lies am I allowing myself to live even though I'm not happy with them?• What specific things do I wish to change about my life?• How many streams of income do I have?• How would I earn money if I couldn’t find a job?• What options do I have if I were to lose my home?• Do I know anyone who worked all their lives for someone else and retired wealthy?

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Chapter 3: Thinking Differently"A crash course in personal growth!"

DecideOnce you’ve given yourself permission to dream, and believe that a new world is

possible for you, the next step in your journey is simply to decide. Decide that you fullyintend to discover a passion around which to build a business. Decide that you are willingto leave your present reality behind. Decide that you want to be free from living the liesthat others have forced upon you. Decide that you will seek out others who are doing it,and who can provide support and inspiration. Decide that you will commit to this journeyuntil you reach your destination. This will be the journey of a lifetime. And like manyjourneys, there is a price to pay. Yes, your entry into this brave new world and thePassion Profit life-style requires a nominal fee. It requires that you think differently.

The secret to creating any lasting change in your life is to change the thoughtsyou have about yourself as well as the world in which you live. It is only in adopting newways of thinking that you will experience success in turning your passion into profit.

“You can tell howmuch you love yourself bynoticing what you allowyourself to experience.”

36 • Turn Your Passion Into Profit

“Who Are You, Really?”You are the product of your thoughts. Despite what you may have heard to the

contrary, you are not the product of fate or fortune. You are not controlled by circum-stances, or by other people’s actions, but by the content of your own mind. You are notyour job, your income, or your roles EXCEPT to the degree that you think you are. Self-image--what you think about yourself-- controls much of what you achieve in life. Yourself image is the sum total of all the ideas about yourself that you have been told, shownor that have been expressed to you or about you, and that you now accept as true. Theseideas may have come from parents, other family members, friends, enemies, teachers,strangers, books, television or movies. If you were exposed to these ideas often enoughduring your early years of development, your concept of yourself has been shaped bythem. These are the thoughts that molded how you see yourself and the world, and willcontinue to create self-perpetuating realities and experiences.

However, you can change your reality and stop the cycle simply by changing thenature and content of your thoughts. Once you believe differently about something, youact differently in relation to that thing. When you thought that Santa Claus existed, youacted in one way. Once you thought otherwise, your actions changed accordingly.

The first new thought to accept, is that the universe is a knowable place. In otherwords, it can be figured out and understood. And although we may never learn all themysteries the universe has within it, we can learn just enough of the basics to make it lessconfusing. We can know enough about it to start to feel in control of, or at least, inharmony with the natural order of things. Once you understand the basics of the uni-verse, you'll be one step closer to creating the reality you desire. Following are the majoruniversal concepts that it will be necessary to adopt for you to create the life you wish.

1. Only Fear And Love exist2. Thoughts Create Reality3. You Can Only Control Your Reactions4. “Be, Do Have” Is The Order Of Creation

MAJOR CONCEPT #1: There's Only Fear and Love

Everything we do in lifeand every thought we voiceit's love or fear and nothing else Which one rules you?from which we make our choice Walt's Life Rhyme #78

While taking nothing away from the power of the other emotions of anger, grief,envy, and so on, the truth of reality is that there are only two causal emotions whichgovern our actions: fear and love. These two represent the cosmic dichotomy, and allspiritual awakening is based on the realization of this truth. This is important becauseonce you accept that there are only these two causal emotions, then it becomes easier todetermine the motives behind everything you do or plan to do. If you can honestly saythat the reason you are doing something stems from love of yourself or of others, then byall means you should feel empowered to do it. If, however, you are acting out of fear,

37then you may wish to examine your beliefs. Love-based actions create a better life foryou. Fear-based actions perpetuate fear, lack despair and other negative emotions.

Fear of not having enough makes you pursue professions for money but forwhich you have no passion. Fear of ridicule, embarrassment, and shame prevents youfrom attempting to earn a living in nontraditional, but more satisfying ways. Fear offailure is what cripples you from even trying. Fear of success is what keeps you living alife of mediocrity rather than confronting the greatness within.

Love, on the other hand, is the palate into which you dip when you begin to painta life worth living. In any relationship, the more you love someone, the more committedyou are to not hurt them. The same should be true in your relationship with yourself.Unfortunately, many people don't exercise the same standards when it comes to howthey treat themselves. If they did, their day to day decisions would be quite different.

When you love yourself, you believe that you're worth more and that no sacrificeis too great for you. In fact, it's impossible for any real act of love to be a sacrifice. Loveof the gift of life you've been given is what makes you want to experience it to its fullestby being and doing all that you can, regardless of what others think.

Here’s how to tell how much you love yourself. The level of love you have foryourself is demonstrated by what you allow yourself to experience. In other words,consider all the pleasure and pain you now experience. If you had the power to givesomeone you loved a new life to live, would you give them one just like yours? To thedegree that you would wish your life on someone you love, that is the degree to whichyou love yourself. Because you would only wish upon someone you love, the best thatlife has to offer. So if you are living such a life--one worthy of offering to another-- it’sbecause you decided you’re worth it.

A life in pursuit of passion and the conquest of fear is the greatest gift you cangive to someone you love, including yourself.

Entrepreneurophobia: Conquering the FearSpeaking of fear, there is one common fear that is at the root of many people's

reluctance to pursue their passions for profit. It's Entrepreneurophobia--the fear of be-coming an entrepreneur!

Naming the fear:For many of us, the thought of being an entrepreneur carries the glamour of

being in charge, calling the shots, setting our own hours, more personal freedom, and justpossibly the chance of making it really big with that new idea, service or product. On thedown side, we’ve heard there are long hours, uncertainty, and of course, risk. Success isnot guaranteed, and money may not come with the regularity of a paycheck. It’s thisvery reward-risk duality that has more people jumping out into entrepreneurial waterswith the goal of improving the quality of their lives, while others who have an equal desireto be free, can't seem to rid themselves of the "employee mentality" that's weighing themdown. The fearless ones go on to fulfill their dreams. The fearful choose to suffer insilent desperation making others into millionaires. We live in the most advanced, richestand most opportunity-filled society in human history. So, what is stopping more of us fromtaking advantage of these opportunities?

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38 • Turn Your Passion Into Profit

What keeps many of us shackled to the nine-to-five grind is plain, simple FEAR.Fear of the unknown. Fear of failure. Fear of success. Don’t be too alarmed. Evensuccessful entrepreneurs experience fear. It's part of being human. The trick is not to letit scare you into inactivity. The first step in the task of conquering this fear is naming it.What you are experiencing is a common malady known as Entrepreneurophobia, thefear of being an entrepreneur. And while you won't find it listed in any of the medical orpsychiatric journals, I've encountered it often enough to know that it's real enough todeserve its own diagnosis and cure.

How to tell if you suffer from Entrepreneurophobia:Here are a few questions to help you make a quick self-diagnosis. Does the

thought of being CEO (chief executive officer) of your own company make you breakinto a cold sweat? When you think of starting a business, do you become paralyzed withfear? Do you think that being an entrepreneur takes some magical powers, or a level ofintelligence that you believe you don't have? Is the security, and regularity of a constantpaycheck more appealing to you than the potential rewards of being on your own? Whenyou hear of others who are jumping out into entrepreneurial waters, do you think deepdown that they're destined for failure? Or, do you think that the constant pressure theymust be under would be too much for you? If you answered yes to any of these, youmight be a victim of this common malady. Fear not. Many others share your apprehen-sions. In fact, many successful entrepreneurs experience the same fears each and everyday. Is there something about being an entrepreneur that is really so intimidating? Or, isthere something else going on in your situation?

Fear of failure or fear of success?Most of us have been programmed all of our lives to believe that the path to

"success" requires going to school and getting a good job. While these are admirablegoals to pursue, they don't encompass the entire realm of ways to live our dreams.Unfortunately, the programming is so powerful, that any endeavor which we considerthat's not based on those norms feels threatening to us and to those around us. Startingone's own business is a bold move which little of our life's teaching actually prepares usfor. It is often seen as an impetuous and difficult undertaking reserved for special people.As a result, we are likely to suffer discouragement and even ridicule from family andfriends who view such plans as silly and destined for failure. In addition, we often have toovercome our own insecurities: What if I can't sell my product? What if my businessfails? What if I get sued, or end up in more debt? How will I pay my rent or mortgage?What will my family and friends think of me if I fail? What will I think of myself?

Overcoming these self-doubts and negative influences doesn't mean you'll besuccessful either. In fact, overcoming fear of failure may be just the beginning of your"troubles." Because, while many of us suffer from a fear of failure, an equal numbersuffer from what we can only call a fear of success! It's true. There are many individualswho don't know how to handle success and, when things are going well, appear to doeverything in their power to destroy everything they've worked hard to achieve. Thestory of the superstar who "had it all" and then threw it all away on drugs, sex or gamblingis the classic example. The fact is: even after we have achieved success, our own low

39self esteem may come back to haunt us. What happens is that the public image we'vecreated--the one that everyone else sees--doesn't quite match the one we have of our-selves. Consequently, we subconsciously do what we can to get the two to match. Wesabotage our own success in an effort to bring the two images into agreement. Eventu-ally, the facade of wealth, confidence, and success comes tumbling down, replaced withthe old self-image of poverty, lack and negativity. At that point, what's now on the outsidematches what we've always believed about ourselves on the inside. That's what fear cando to you. And while the bad news is you may never get rid of your fears completely. Thegood news is that you can learn how to manage them, and succeed in spite of them.

Fear ManagementWhen you're in business for yourself, you become a manager. Sales, employees,

expenses, taxes, growth and everything related to your business all require effectivemanagement. Fears too, are as much a part of being an entrepreneur, and also need to bemanaged. Many potential entrepreneurs fail even before they write their business plan,simply because they don't practice fear management well enough in advance and, just asimportantly, during the life of their venture. To help you get a handle on your fears andpractice fear management, here are a few basic facts you should know.

1. Fear is at the basis of most of human activity. It's one of the two reasonswhy we humans do ANYTHING. (The other reason is love). From working our job, towaging war, to religion, to politics, to sex, practically every aspect of what we call civili-zation is in response to some fear or another. Fear of starvation leads to the developmentof agriculture; fear of poverty leads to the pursuit of wealth; fear of the elements leads toconstruction of shelter; fear of death leads to the development of religion. Fear of losingfreedom, independence and territory leads to war.

2. All fears are learned. Behavioral psychologists say that the only fears weare born with are the fear of falling and the fear of loud noises. All other fears arelearned, and like bad habits, can be unlearned. So there's hope!

3. Fears are not real. Fears are illusions. Fears do not exist. They are yourresponses to ideas that you've created from unreal beliefs. They have power only be-cause you give it to them. Remember the first time you spoke or performed in front of anaudience, or the first time you dove into a pool? The fear at those times was so over-whelming that you thought you wouldn't survive into the next day. Well, you have sur-vived, hopefully with the knowledge that the fears themselves are usually more powerfulthan the thing you feared. In other words, fears rarely equal consequences. As you faceyour fears, ask yourself: what's the worst that can happen? If your idea doesn't sell, willthe death penalty be imposed? Doubtful. Many of us would probably realize that ourdeepest fears are actually unfounded if we did a realistic assessment. Many of us neverdo because it's often easier to magnify our fears than admit that the thing holding us back..... is us.

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40 • Turn Your Passion Into Profit

4. Fears signal opportunities. The only way to grow in life is to take yourselfout of your "comfort zone." As long as you keep doing only what you're comfortable with,you will never grow. If something you're considering doing causes fear, the fact that youfeel the fear is probably an indication that it is something you NEED and MUST do togrow into the next stage of your life. As a child, you couldn't walk until you conqueredyour fear of standing. You couldn't run until you conquered your fear of walking. Youcan’t ride a bicycle until you conquered your fear of falling. Fears are the body's andmind's way of identifying areas in your life that you need to work on. And as you do, youmay sometimes stumble, or even fall, but you ALWAYS learn and grow.

ICE-ing your fears:Like most entrepreneurs, I struggled to make my business more and more suc-

cessful. At times, I encountered numerous obstacles which I feared were threatening mydreams. There were times I knew exactly what I had to do, but just couldn't bring myselfto do it. For instance, I remember at one point being afraid to send out too many advancecopies of my first book, for fear that some more established person or company wouldsimply steal my idea and run me out of business. However, once I learned the truthsabout fears, I developed my own technique for conquering them: I call it ICE-ing.

To ICE your fears, first (I)dentify, then (C)onfront, and finally (E)liminate them.

Identifying your fears. The first step in conquering your fears is to be honestwith yourself. Once you've admitted to yourself that fear is the reason you are not doingwhat you should be doing, then ask yourself, what am I afraid of? Try putting into wordsexactly what the consequences are that you fear. Write them down. Don't be surprised ifat first you can't come up with any real reasons. (Doesn't it seem silly to be paralyzed bysomething you can't even name?) With practice, however, you'll become more aware ofwhat's really going on in your head and heart, and you'll be able to put it into words. Youthen need to find out what's really going on. Often the first fear we identify is not the onethat is paralyzing us. Keep asking yourself "why am I afraid of that?" As you keepquestioning each answer, you'll get to the bottom line. Forcing yourself to put your feel-ings and fears into words helps you to make sense of them, and to understand yourself.

Confronting your fears. Confronting your fears means accepting that you havethem, and accepting what they say about you. In other words, you may not like that youare the type of person who is frightened by what others think of you, and so you'd ratherremain a definite failure than a possible success. However, unless you accept thesetruths about yourself, you won't be able to get to the next level. Remember:

“A fear avoidedlingers for eternity.A fear confronted,

dies in a heartbeat”

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Our fears are based on false beliefsour ego's vested inWe strive to be what we are notand see what we are as sin

A truth opposed will linger stillFor what's denied will lastResist it and it pushes backAccept and it will pass

It's what you say does not existthat lingers on for yearsWhat's railed against is given lifeWhat's seen will disappear

The man who sees things as they arecan then be free to grow UntitledFor 'til you hold a thing in hand Walt's Life Rhyme #119you cannot let it go

Eliminating your fears. The final step in ICE-ing your fears is eliminating them. Thebasis of fear is uncertainty. Fear is how we react when we "don't know." You arefearful of what you perceive might happen, but you do not actually know what willhappen. Your goal in conquering your fears is to find the answer to the "what will happenif?" question. Once you realize this, you'll also realize that only one thing can eliminatethe not knowing: Action!

Action nullifies fear. "Knowing" eliminates it. Notice I said nullify. To nullify is torender ineffective. You may still feel fear, but your action has the effect of nullifying it.The knowledge that comes from doing, then removes the uncertainty factor. Remember,we said that your fear is based on the fact that you don't know. So, once you take action,you'll immediately "know" what the consequences are. You may fail, or you may suc-ceed, but at least you'll know the answer to the "what will happen if....?" question.

If you don't take action, you'll live the rest of your life with that single burningquestion: What if I had? In my own experience, I’ve found that regret is more painfulthan the fear of trying.

Of course, if the memory and pain of rejection, or failure, or whatever is holdingyou back from taking action is greater than the pain of living in regret, then you maynever act. If you decide, however, that the relief of knowing, and the growth that comesfrom facing your fear, and avoiding a life lived in regret is a greater incentive, then in timeyou may remove this fear altogether. The fear may come up again the next time youneed to act, but it becomes less paralyzing over time, if dealt with repeatedly.

Now none of this is intended to imply that it's going to be easy. Being an entre-preneur is about taking risks. Risk taking requires courage. It's often said, however, thatcourage is not the absence of fear, but action despite the fear! Action is the key. I'mreminded of the powerful title of a book which deals with this very subject. It's called

thinking differently •

“You become moreof you each time you

conquer you.”

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Feel The Fear, And Do It Anyway by Susan Jeffers. The fears never stop coming.However, you always have the option of action. As you conquer one, the same one, oranother appears to take its place. What you can change, however, is how you react tofear. Eventually, what others will consider your fearless approach to life, you'll knowsimply as a commitment to action in the face of fear. You won’t be eliminating your fears,you'll be eliminating your fear of your fears! And that, dear future entrepreneur, is the key tosuccess!

MAJOR CONCEPT #2: Thoughts Create RealityEverything in life, it's true, was first once just a thoughtEverything that's seen, and sold, and everything that's boughtThoughts are what you'll use to grow, there is no other meansYes thoughts are like the bricks you use to build your house of dreams

Thoughts are like the wings that lift to new heights that you flyThoughts are like the cash you choose when things from life you buyThoughts are things, my friend. Therefore, although this may seem strangeTo get to where you wish to be, the thoughts you think must change

Watch Your words"The WORDS you hear in your thoughts are your beliefs. Your beliefs color

your expectations. Your expectations create your reality. Change the words in yourthoughts and you change the world." That quote is the premise upon which my liferhymes have been created. The words you use in your everyday conversations withothers and with yourself are the basic components of the thoughts you think. Thesethoughts create images in your mind which the universe then uses as a template fromwhich to create your world. Therefore, the first step in changing your reality is to recog-nize the power of the words you use, and to choose to use only the words that create theimages of the reality you wish to live.

Every word is a command. Everything from "I'm not good at Math" to "It's hardto start a business" are orders given to the universe. Be careful how you describe thecircumstances in your life. For example, you'll notice that nowhere in this book do I usethe word "problem" to describe an obstacle (unless I'm quoting someone). When youthink of “a problem”, especially if you weren't a good math student, you may be discour-aged by something you feel may not have a solution. Instead, use words like "challenge","situation", or even "opportunity" as more empowering ways of viewing the same thing.So the next time you call a staff meeting, or set up a brainstorming session, start bysaying, "Ladies and gentlemen, we have a unique opportunity to deal with a situation thathas come up." You'd be surprised how that perspective changes the mood and outcomeof the meeting. Remove the words "can't", "hard" and "try" from your vocabulary. No-tice when you use them, or ask a friend to point out to you when you do, and replace "Ican't" with "I intend to"; replace "it's hard" with "here's my challenge"; replace "I'll try"with "I will." Never say anything that you don’t want to be true. The words you use arethe most important part of turning your passion into profit.

43 You are exactly what you think

As shocking as it may be to accept, you are living exactly the kind of life youfeel someone like you deserves. Your thoughts about yourself can empower you to bemore, or condemn you to be less than you are. Your can-do thoughts hold the powerand promise of possibilities of a life of passion. Your can't do thoughts feed you the fruitsof fear and lead to failure and frustration.

Unfortunately, we often allow more of the self-limiting thoughts, words and ac-tions to decide who we are. And, when it comes to jumping out and living lives of passionand making money doing what we love, our familiar refrains include "I'm too old", "Ihave mouths to feed", "I'm not creative", "I'll be embarrassed if I fail", or "I'm toobroke." We are even rewarded by society for keeping negative thoughts about our-selves. Have you ever noticed that a person who says "I'm overweight" is considered"realistic", while someone who says "I have a gorgeous body" is thought to be conceited?

It's true that as a man thinketh, so is he. And it's true that as a woman thinketh,so is she. You create the world of your thoughts because your beliefs about yourself arethe constant thoughts you hear. Those thoughts influence your actions. Those actionsrepeated over time become your habits. Those habits sow the seeds of a reality whichgrows and becomes your destiny. Everything you think and believe decides who you willbecome. You are free, however, to become whatever you desire simply by choosingdifferent thoughts. Everything you say expresses something about you, but you yourselfare an expression of something that is beyond words. Everything you do defines you inpart. However, you are much, much more than the sum of those parts.

If thoughts do indeed create success, how does one change failure thoughts andreplace them with success thoughts? That is the question upon which the entire self-help,industry is based. If you are not fortunate enough to have a rich uncle, mother, father orfriend who can teach you step-by-step how to think and what to do to create the life-styleyou desire, what are you to do? If the only talk that circulates around your dinner tableis negative, depressing and failure-focused, where do you go for new thoughts? If youhave no millionaire friends who are successfully turning their dreams into reality, whatrole models do you have? Fortunately, there is hope. If the thoughts you need to succeedare not readily available, then books can be your lifesaver on the sinking ship of medioc-rity. There are books, audiotapes, videos, CD-Roms, websites offered by people whohave become successful, which contain their thoughts recorded and offered for others touse. Take these thoughts and make them yours. There's simply no better way to own thethoughts of others.

Dean was a frustrated office worker who dreamed of doing more with his life.At age 19, the death of his father left him the responsibility of providing for his mother,three sisters, and a younger brother. For years, Dean felt inadequate, and overwhelmedby the mounting pressure. Unknown to his family, he felt so defeated and depressed thathe contemplated suicide as a quick solution to his challenges. However, the thought ofleaving his burdens on the shoulders of his younger brother, and the thought of what thatwould do to him was the only thing that had him consider an alternative. Late one night,while watching infomercials, he saw a "try before you buy" no-risk offer for AnthonyRobbins' Personal Power tape series. Dean had become quite a skeptic, and had al-ways thought that this sort of “pie in the sky” stuff was ineffective at best, and just a

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44 • Turn Your Passion Into Profit

scam at worst. Figuring he had nothing to lose by giving it a try, and fully intending toreturn it within the 30-day trial period, Dean sent for the tapes. What he discovered,however, quite literally changed his life. Today, he is a successful salesman on his way toliving his life of passion. Without embarrassment, he credits those "silly audiotapes" asbeing a critical turning point in his life, which helped bring him from the brink of suicide.

With the tapes he bought, Dean was able to change his reality by changing theway he thought. You too can count on similar results when you pursue new thoughtsbecause of The Law of Attraction.

The Law of AttractionDo you sometimes notice that the things you fear most sometimes come upon

you? Thoughts and the events they create are like birds of a feather that flock together.Similar thoughts have a way of attracting each other. Have you ever noticed that even ifthe phone has been silent and unused all day, that you sometimes receive a flurry of callsthe minute you make one? That's the law of attraction at work. The Law of Attractionstates that you attract into your life the effects of your dominant thoughts. In otherwords, whatever you think about, that is what grows in effect in your life. You alsoattract people who are similar to you in beliefs, income level and education.

Again, your thoughts are your beliefs about the way things are. These beliefsaffect your expectations. Your expectations determine your actions. Your actions createyour reality. In the following sections, we are going to explore the thoughts that youcurrently have which may be keeping you from doing what you love, and offer you newthoughts with which to replace them so you can attract a new reality.

Our Thoughts=Our AttitudesMost of us, whether we are aware of them or not, have certain thoughts that go

through or minds that determine how we see life, and certain behaviors that go along withthem. These thoughts may have come from our parents, or from our own observationsof life. By the time we are old enough to start taking our lives in a direction of our ownchoosing, these thoughts and behaviors are such a part of us that we take them to be theonly reality that exists. We don't even question whether things could be other than howthey've always seemed. This view of reality determines what we expect of ourselves,and of other people. In addition, as we go through life, most of us want to be "right." Wedon't like to be shown that we are "wrong." In other words, we like to live in a reality thatmatches our expectations, even if those expectations are negative. We like to be able tosay: "See, I told you so" to our deeply held beliefs that all women are ______, or all menare _______, or everyone in business is shady, or I'm so unlucky, or whatever ourfavorite line is. We are often unhealthily addicted to these expectations, which take theform of biases, stereotypes and fears. It's hard work and a bit unsettling to change thesebiases, stereotypes and (especially the) fears. Therefore, most of us don't even try. Wefind it easier to notice the things that confirm our expectations and ignore the things thatdon't. It makes life comfortable, predictable, stable and safe.

Even the person who's not getting what he says he wants out of life because"people can’t be trusted", believes and is comfortable in his belief that that's the way lifeis. He will become better and better at finding situations that confirm that belief than

45those that contradict it. If things did start to suddenly go his way, he probably wouldn'tknow how to handle it, or he may become suspicious and paranoid and end up losing it allanyway. One advantage to this negative way of thinking is that he never has to takeresponsibility for his situation. He can always point towards some circumstance or indi-vidual who is the cause. Likewise, the positive-thinking individual who goes through lifethinking that "I always meet the right people at the right time" brings that energy into herinteractions and approaches every encounter as possibly confirming her view that "thingsalways go my way!" Both of these individuals may one day meet the same person whocould hold the key to their dreams. The first person is suspicious and has a distrustfulattitude along with negative expectations of how the interaction will go. The other ismore self assured and has a pleasing persona and positive expectations. I don't need totell you who will have a better chance of succeeding. Your attitude and expectations inany situation will affect what you say, how you say it, how you react to what the otherperson says and all the little subtleties of interpersonal interaction. And if all other thingsare equal between our negative thinker and our positive thinker, then that personal touch,that ability to open up and make friends with the world could make all the difference!

The Success AttitudeOur thoughts are the basis of the attitudes we have towards success. These

attitudes fall into 5 categories: negative, passive, positive, active and creative.

The Negative Success Attitude (Keyword: PESSIMISM)The Negative Success Attitude is characterized by the following thoughts:I can't succeed. I can't succeed because of all the obstacles. Why even try?The individual operating in this stage has a list of ills which are responsible for his

situation, and a list of people he blames for his failure. He views himself as a victim andsees success as something unattainable. He sees other people's success in terms of howmany people they probably had to step on to get to the top. He is usually very critical ofother people. He becomes embittered by life's setbacks. He may become frustrated andtry to escape into gambling or some other type of get-rich-quick schemes. Since he feelsthe whole world is full of deceit, his own sense of business ethics and practicesmay mirror his expectations. The root cause of this way of thinking may be deep selfhatred, but, that's another book altogether.

The Passive Success Attitude (Keyword: LIMITATIONS)The Passive Success Attitude is characterized by the following thoughts:I might succeed. I might succeed if someone helps me. I need someone to

help me so I can turn my passion into profit. All I need is to meet the right person.The individual operating in this stage is usually always seeking the benevolence

of others. She probably feels defeated by setbacks. She views success as a matter ofbeing well connected. She uses this dependence on others to shield her own insecurity.Fear of failure and feelings of inadequacy rule her actions.

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The Positive Success Attitude (Keyword: POSSIBILITIES)The Positive Success Attitude is characterized by the following thoughts:I can succeed. I can succeed if I work hard towards my goal.The individual operating in this stage is heading in the right direction. She realizes

that there is a connection between personal commitment, hard work, and the realizationof dreams and goals. She has the ability to motivate herself to take action. While thisattitude is more desirable than both the passive and negative attitudes, without the properfocus, the end result might be the same.

In other words, just because you are engaged in the pursuit of your passiondoesn't mean that you have totally graduated from the passive or negative stages ofthought. A good example of this is the entrepreneur who may seem to be actively pursu-ing his dream by brainstorming, creating brochures, organizing meetings, photo shoots,etc. However, upon closer examination, it's seen that “after all is said and done...a lotmore was said than done.” He somehow can't seem to get to the point of creating aproduct, or move to the point of marketing it. His "follow through" may be lacking. Hemay get sick just before a major meeting or always seem to find an excuse why thingsaren't quite ready yet. He appears to be motivated because of the constant activity.When it comes down to the wire, he chokes, since on the inside, he is still passive. For theactive-on-the-outside-passive-on-the-inside entrepreneur things always seem to be "justabout to happen." There is a never ending flurry of excitement and possibilities, butnever anything concrete or definite. He always seems to have just met this guy who can"get us the money we need", or who's "connected with" this or that famous person, or acompany that's interested in placing a big order. Whatever the multitude of excuses thatone can come up with, the bottom line is still the same--he didn't deliver. Remember,when evaluating a business partner's or anyone's effectiveness, the only question thatneeds to be answered is "Did he get the job done?" No abundance of excuses or reasonswhy not will change the answer. For those individuals accustomed to living in the shadowof excuses, this may seem to be a harsh way of looking at things. For those in the brightlights of success and accomplishments, it is the ONLY way.

The Active Success Attitude (Keyword: PLAN)The Active Success Attitude is characterized by the following thoughts:I will succeed. I will succeed despite the obstacles. I view setbacks as

challenges and opportunities to excel. Despite racism I can control my destiny.Despite other people's issues, I will succeed!

The person operating in this stage is positive and focused. Most successfulindividuals have achieved this level of thinking to some degree. Keep in mind, however,that these people may have the same fears of failure and low self-esteem issues asanyone in any of the previous stages. The difference is that they've developed the abilityto transform it into something constructive. Never make the mistake of thinking thatsuccessful individuals are any more emotionally, mentally or spiritually healthy than therest of us. They’ve simply learned how to act in spite of their dysfunction, and oftenbecause of it! Again, though, that’s a different book altogether!

47The Creative Success Attitude (Keyword: CREATION)

There is another group of successful entrepreneurs who have taken the attitudeadjustment one step further. These rare individuals exist in a reality all their own. Forthem, the normal rules of life don't apply. They have turned things upside down and theirthoughts may sound something like this:

BECAUSE of racism, BECAUSE of setbacks, and BECAUSE of otherpeople's issues, I will succeed!

These types of people are driven to perfection. They appear to be undeterred bybad news, rejection and setbacks and keep their heads while others around them arelosing theirs. Operation within this attitude may be more familiar to the rest of us asbursts of inspiration or unusual dedication to a particular dream or task. These bursts areusually unexpected and unexplainable. It's not coincidental that I've called this attitude"creative." When many artists, musicians or writers are creating their works, they oftenenter a mode where their inspiration and energy can come from anything, be it good orbad, anyplace whether real or imagined, and anyone be they loved or not loved. Thesepeople, places or things which influence artists' creativity, or where they go to do theircreating is often difficult to describe since it is often just as mysterious to the artist. Youtoo can take full advantage of it by practicing going there. You don't have to wait for it tofind you. As you go deeper and deeper into this attitude, you will be re-creating your realitythrough re-creating yourself. Remember, there is no reality except the one you accept.

No event or situation is a failure unless you make it so by giving up. Up until thepoint that you give up, all the seemingly failed or disappointing efforts are merely experi-ences for you to learn from on the road of your eventual success. You can "create" areality where what's bad is good, what's white is black, what's down is up and then youcan react to it in any way you choose. You can look at situations and rather than find allthe ways in which the situation has defeated you, spend your time thinking how it hashelped you. Let's explore the creative success attitude a little more.

Putting the creative success attitude into practiceIn my youth, I remember well how my currently held perception of reality was

developed in me. For example, if I missed a bus, or an event or some meeting, rather thanbeing chastised by my parents (though I received my fair share), the interpretation wouldbe that it "happened for a reason." We children were told stories of people who missedplanes, only to find out hours later that their plane had crashed. We heard stories ofpeople who, because of traffic conditions, were forced to take a different route homefrom work only to find out that there had been some catastrophe on their usual routewhich may have affected them. I could go on and on about these stories, but you get thepoint. Rather than cursing life for dealing us a bad hand, or spending time thinking howwe could have made things go the way we originally wanted, we emphasized our beliefthat whatever did happen happened for a reason which would eventually reveal itself asbeing "for the best." I never asked if all of the stories were true, but in my later years, Irealize that it didn't really matter. The end result was that the seed of the creative suc-cess attitude had been planted. Later in life, I found the same sort of teachings, some-what modified, in books on success. The underlying premise of the creative successattitude is that you always benefit from every experience whether you realize it or not.

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In order to take full advantage of the creative success attitude, the first thing youneed to do is convince yourself of its validity. In other words, you have to decide whetherthe "everything happens for a reason" attitude is actually worth adopting. If you've grownup in a suspicious environment, where the "everyone's out to get me" attitude was prac-ticed, this may be difficult. You may even have a lot of personal experiences and bruisesto support your belief that the world is an evil place operating on the predator-preysystem. However, I am not suggesting that you now go through life with your guardcompletely down and become everyone's victim. I am asking you to realize that in lifethere are two options: 1. Focus on the negative, or 2. Focus on the positive. Of the twooptions, only one has the potential to get you what you want. The world may really be aharsh place, but focusing on how bad things are won't get you anywhere. In still otherwords, when the game knocks you down you have two options: stay down or get up. Youcan easily see that only if you choose the second option do you even have a chance ofever winning the game. To continue this analogy: in most physical sports, players realizethat getting knocked down, though it may hurt, is really only a part of the game. If youstay down, you may get trampled. If you retire onto the sidelines, the game will definitelygo on without you. The successful athlete never questions whether he should get up andtry again or stay down. The successful entrepreneur, and passion-seeker doesn't either.

The second thing you need to do is to put into practice your belief that anythingthat happens to you can help you rather than hurt you. This doesn't mean that you shouldbelieve that the world is a rosy place with nothing but good in it, and behave as if every-one is acting with your best interest always in their minds. What it does mean is thateven life's disasters contain something which may prove helpful and are not indicationsthat you are destined for defeat.

Here are a few more beliefs that are consistent with the Creative Attitude:• What others call setbacks are actually opportunities to excel.• When one door is closed, another is open.• Every defeat has within it the seed of an equivalent benefit.• Luck is what happens when opportunity meets careful preparation.• Failure only happens after you stop trying.• Nothing ventured, nothing gained.• If you always do what you always did, you'll always get what you always got.• Everything happens for a reason

To practice the success attitude, you first need to interpret events appropriately.You then need to adopt the appropriate behavior in response to the event. This practicewill help you in two major ways. First, in believing that your goals are still becoming realand coming to you, you continue to focus your energies forward. If you keep dwelling onwhat has already happened, not only do you live with unnecessary regrets but you arefocusing your energies backwards. Second, practicing looking for the "silver lining" de-velops another skill, the ability to actually read, listen to interact with and react to life.And your reactions to life are very important.

49MAJOR CONCEPT #3 : You Control Your Reactions. That is All.

As you go through life, remember this: People aren't always going to act the wayyou want them to. Situations aren't always going to occur the way you want them to.And, things aren't always going to be what you want them to be. Early in life, you mayhave realized this, but you may still have wanted a certain amount of control over mattersthat affected you. As you experience life even more, you realize that no matter how hardyou try, you can't completely control people and how they act, things and how they are, orevents and how they occur. At this point, many people then resolve to spend their liveswaging complex battles for control while ignoring the simple truth: the only thing that youhave complete control over are your reactions to the things you can't control!

If you make changing others your mission in life, then throughout your life you'llhave hundreds, maybe thousands of people to work on. If, however, you make your goalchanging yourself to be more tolerant and less judgemental, then you only have oneperson to work on. Knowing this, then, it is important for you to develop the right attitudetowards the things that happen to you in life, and to the things that will happen as you lookabout the business of turning your passion into profit.

Many of us have been conditioned for some simple reactions. When things goour way, we react happily. When things don't go our way, we react badly. This simplisticway of reacting is fine when you are a child. Real success in life and business, willrequire a change. The first major change in attitude that you will need to make is in howyou react when things don't go your way. Real control in life lies in taking the reins ofyour emotions and behavior out of the hands of other people and events and into yourown hands. This is particularly important because we live in a world of “isms.”

Reacting to Racism/Sexism/ClassismThink about it. "Isms" exist full force in our society. Racism is at the basis of the

United States' rise to world power. Sexism defined voting rights in this country fordecades. The very constitution of the country supports it. As a result there are people inthis society who are routinely excluded from "the mainstream" for a variety of reasons.Rather than being a setback, however, this shameful reality may just as easily be viewedas an opportunity. Here's how I used it to my own advantage.

When I wrote my first book, I realized that many of the books on the musicindustry routinely excluded Rap fans, Rap musicians and Hip Hop entrepreneurs fromdiscussions, analyses, and observations. This presented a unique opportunity for me tospeak directly to this group and find my own niche in the industry and at the same timehelp the people who were being excluded. The products which a company called Wpublishes are sometimes in direct response to this separateness which society creates.However, it is not a separateness that I simply cursed. The trick was to accept that itexisted, understand it, even work to change it, but also find ways to use it to my advan-tage while avoiding the pitfalls it presented. In much the same way, you can choose notto curse your hand and discard it, but make it work for you. Whatever the "Ism" you mayfeel is active in your experience, you can succeed despite it.

Perhaps your passion involves making a difference for single mothers. Perhaps,as a single mother yourself, you have a unique perspective you bring to the table. Thiscan definitely be a selling point for you and your company. It means ultimately, that there

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will always be a unique set of skills and energies to be harnessed, needs and desires to bemet, and perceptions and beliefs to be exposed. So rather than trying to modify yourreality to fit in to the mainstream, realize the vast resources which it contains and usethem to their fullest for your benefit.

Real success happens after you realize that the number of possible reactions tolife are actually infinite, and are all under your complete control. Instead of the limitednumber of reactions many of us allow to be controlled by outside circumstances, thesuccessful individual develops a whole arsenal of reactions to use throughout life.

Reading the signs and messages along the wayIf everything happens for a reason, then in order to get the most out of life, you

should be able to find out what that reason is. Everything that happens to you in life issending you a message. Every rejection letter that you receive has written between thelines some clue that you need before you take the next step forward. Every bad reviewthat your book gets is sending a message that you need to listen to and act on to besuccessful. How will you know when a message is being sent? You will feel it. Don'tworry, you've felt it before, you just didn't have the right name for it. You will feelfrustrated. You will feel rejected. You will feel that you or your passion and its worth arebeing attacked. You will feel that if society were a fair place, that things would be better.You will feel that you have tried everything you possibly can and that nothing works. LikeI said, these feelings are probably familiar to you.

From now on, however, instead of calling those feelings "failure", "defeat" or"depression", you will realize that those old names come from the few simple reactionsthat we've all been taught. From now on, you'll call it "the pain of success." Realize thatthe reason you feel pain is that you're beating your head against a door that you want togo through, while ignoring the door that success is holding open for you. From now onyou'll realize that although success doesn't always provide specific directions on how tofind it, there are signs along the way to guide you. Just as you wouldn't head blindly downa highway without slowing down every now and then to read the signs, so too must youheed the warnings, detour signs and speed limit notices along the highway of success.One of the rules of the road that everyone on the journey must follow is: NEVER GIVEUP. Some of the other signs that life posts for you are often quite subtle and vary accord-ing to the road being taken. Read correctly, you'll find an infinite range of possibleactions to take. At various times in your life, the messages might be saying:

Don't do this right now.Proceed more cautiously next time.Proceed more quickly next time.This is not the best route to take.This may not be the right group to share your success with.This may not be the right person to share your success with.Your commitment needs to be stronger.Your effort needs to be doubled.

If you read enough of these signs, you will start to notice patterns or certainmessages that seem to be repeating themselves. You'll also start to see some similarities

51between the messages life is sending you in your personal life and those that you receivein your business endeavors. This is a sure sign that you're on to something important. Ifyou notice, for example, that you're always arriving a day late and a dollar short in bothyour business and personal dates, that's obviously a character flaw that you need tomake some adjustments to. Since many of our flaws are deep-seated habits, there's noeasy trick to making the necessary adjustments. However, some of the motivationalbooks I recommend in the appendix can put you on the right track.

Practicing the creative success attitude means you can create your own reac-tions, interpretations and responses to the signs that you'll pass along the way.

MAJOR CONCEPT #4: Be, Do, Have is The Order of CreationThis is where my Scientology course came in handy to emphasize the correct

order to approach the creation of reality. Most people believe that if they have moremoney, they would be able to do certain things and they would then be happy. They'veput having, before doing before being. The truth, however, is that you must first assumea “being-ness”, in order to accomplish a “doing-ness” in the direction of “having-ness”.Our happiness is a state of being that we must create for ourselves first. We must thenact and do the things we would do were money in our possession, in order to bring it intoour possession. As spiritual author, Neville says, signs precede, they do not follow. Tocreate the signs of wealth and happiness keep your thoughts steeped in the positive.

Live from the joy of desired experiencesnot from the pain of your lastSee from the heights of your loftiest dreamand not from the depths of your past

Judge and be judged from the best you’ve achievednot from what you didn't doYour power in life comes from which thoughts you keepand which ones you let pass on through

Which ones to keep Walt's Life Rhyme #23

So how do you live in the thoughts necessary to become the thing you wish tobe? Fortunately, there are tools you can use to form new thoughts and habits.

The Tools of CreationThe entire key to turning your passion into profit will rest on how well you use

the tools which exist to help you create your reality. Most have always existed. Othersare new, but are simply ways of building upon the old. To help you on the journey ofdeveloping the courage you need to act in the face of fear, here are some other tips:

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FaithActs of faith are the most powerful creative tools.Your success using the power of the universe rests in the degree of your BE-

LIEF in the power. In other words, it relies on your faith. Faith, as the saying goes, canmove mountains. You can harness the unlimited power of the universe by daring to takeANY risk in life with the conviction of fulfillment as a net. Here is an affirmation I use asa reminder of the necessary level of faith.

"The conviction and belief of assured success is my only net as I jump offinto the unknown. In just the same way that I walk, or speak with full expectationthat I will accomplish these things, I must now hold on to my vision of the new worldI am creating even in the midst of an 'uncertain' future. I must, however, realize thatthe future is NOT uncertain. It is as assured and as dependable as the rising of thesun. I can predict the future, because I can create it. Only my total immersion in asea of unquestioned belief will make the sea real. I see myself on a diving board. Icannot see the water below. I cannot hear the water below. I simply believe it isthere so I hold my breath and leap. My action in complete faith is what makes thereality. The future is assured because I will it to be so. I act in complete faith thatthe universe will provide."

Goal-setting Studies have shown that those with clearly defined and written goals tend to do

better in life and accomplish more than those without. The act of writing your goalsimpresses them into the subconscious more firmly than if they are just recalled mentally.State your goal in the present tense, first person and in a positive way. (eg. "I own amansion and a yacht." "I sell 5,000 or more of my product each week.")

TIP: Quantify Your Goals--Whether your goal is a new home, a car, happinessor freedom, you'll achieve it faster if you can translate it into a concrete, quantifiablegoal. If reaching your goal can be thought of in terms of a specific number of sales, orclients, it’s easier to gage your progress. Let’s say that your goal is to acquire a homethat requires a $20,000 downpayment, and the product you’re selling yields a profit of$10 per item. You would need to sell 2000 units to earn enough to make the downpayment.If you can match your goal to a figure in this way, you'll be a goal-achieving machine!

AffirmationsAffirmations are powerful tools you can use to create your desired reality. An

affirmation is a present-tense statement of your desired reality, stated as if it is alreadyhappening. It is a creative command given to the universe for it to act upon. It is based onthe fact that in the universe there is only now. In ultimate reality, there is no past, and nofuture. Therefore, a statement of desire stated as a wish for the future, will alwaysremain a wish for the future. A statement of desire stated as a want will always remaina "want." For example, if you say "I want a new car", what you will create and continueto create for yourself is the present reality of "wanting a new car." You will always bewanting a new car. If, on the other hand, you state that "I am the owner of a new car",then that is the reality you will create.

53Combined with your tool of absolute faith and belief, you will be unstoppable.

You must not only affirm the thing, you must believe the thing and act as if the thingaffirmed is real. Affirmations, then, cannot really be a statement of a desired reality,affirmations must BE your reality.

Affirmations are also effective in replacing limiting beliefs with ideas and thoughtsof your own choosing. You may wish to replace beliefs about yourself, about others,about the world, and about what's good, what's bad and what's possible. A thoughtpersisted in, and acted upon with belief hardens into fact. With affirmations, you harnessthe power of the word for your own acts of creation.

In composing your affirmations, remember that "I am" is one of the most power-ful creative commands known to man. Anything that you put after those two words isgiven tremendous creative power. Affirmations can be the reality of yourself being,doing or having anything you desire. Don't affirm means, affirm ends. In other words,don't affirm how something will happen, but just that it is happening. On the other hand,don't be vague either. Affirm what you intend to have with as much specificity as youcan. Instead of "I own a car", try "I own a black, 4-door, automatic BMW with a sun-roof." Don't affirm what you don't want, only affirm what you do want. So, instead of "Idon't spend money foolishly anymore", try "I always make wise decisions about mymoney." Don't worry about how to achieve it. Simply focus on the what, and the how willtake care of itself.

Here are some affirmations to use that include ways of being, doing and having.• I am turning my passion into profit.• I am confident and calm as I proceed towards my goal.• I am selling thousands of my product each week!• I am earning thousands weekly for my services.• I act in complete faith that the universe will provide.• I have the ability to achieve all that I desire.• I make decisions quickly.• I am focused even amid criticisms, doubts and all negative influences.• I am financially independent.• I earn money on my own terms.• I always act in the face of fear.

VisualizationLike affirmations, visualization uses the mind's eye to create the desired out-

come in order to bring it into physical reality. With visualization you condition your mindto live in the space of the desired outcome even before it appears. In so doing, you bringit into existence using the same law of attraction that we discussed earlier.

Positive AssociationsMisery and failure both love company! Stay away from negative thinkers and

align yourself with people who are on their way to or are already where you want to be!The people you keep in your circles have a tremendous effect on who you will become.

Associate with people who challenge you. Seek out those whose ideas help youthink differently, and whose lives give you something to aspire towards. It's known that:

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The people who affect us mostare those who make us thinkFor growth comes from the forceful thoughtsthat push us to the brink

Their thoughts are how we find ourselvesif lost or on a questfrom thoughts is where the visions comethat make us act our best

Think long and hard on who you areand what you’ve come to beand trace it back I’m sure you willto those who helped you see

They made you think in different termstheir lives made your life shiftthey changed your thoughts of who you weredirection was their gift

These people were your signpostsoffering what can’t be boughtLife’s turning points are people Turning Pointswho change the level of your thoughts! Walt’s Life Rhyme #104

GratitudeIt's been said that the act of gratitude--of simply saying thank you--is a powerful

creative command that the universe acts on. Most people only say thank you afterthey've received something. However, if you practice giving thanks at all times--before,during and after--and for all the things you have and have yet to receive, you'll be creat-ing a reality of such abundance that it may shock you. Gratitude is an indication of aprocess that has been completed. By simply saying "thank you" to the God of your under-standing, you'll be putting into the universe a statement that says in effect "the deed isdone, I have received that which I have asked for." And, as we know from ThoughtConcept #1, our words and thoughts create our reality. So a statement of having com-bined with the feeling of gratitude creates the reality of receiving.

Another way to express gratitude is to tithe. A tithe--which literally means “tenth”--is a practice dating back thousands of years, which has developed into the giving back of10% of your income usually to a source of spiritual guidance. There are millions whohave experienced the abundance that can result from this simple practice.

Because the practice has been associated with ancient forms of taxation, manydebate whether the practice is truly spiritual in nature, or simply a coercive act by mate-rialistic rulers to extort wealth. Without getting into the debate of the origins of the worditself, view tithing simply as an act of giving which is in harmony with divine law. Just

55like inhaling and exhaling, receiving and giving are necessary parts of basic survival.And, it’s more important how you give than how much and what you give to. Don’t givesimply as a way to get something in return, but give from an understanding that it is afundamental practice of natural law to give. Like the farmer who gives back a portion ofhis harvest to the earth so as to ensure future crops, give as a way to plant the seeds ofyour own future success. Give ten, twenty, fifty percent or any amount you choose.Practice giving as an act of gratitude.

MeditationInspiration, information and ideas favor the relaxed mind. Meditation is a way of

allowing yourself to quiet the mind so that all your tools can be put to use in an environ-ment of calm and clarity. The technique you use is less important than the results youachieve. Experiment with different techniques until you find one that works for you.

Your "gut", or intuition, is an important tool for success. Your feelings of fear aregut messages that you need to recognize. They indicate lessons to be learned; newground to be covered; challenges to be met. Seek out those feelings and move in theirdirection. With enough practice, your gut will send you messages of situations to avoid, aswell as dreams you should pursue. For just beyond the feelings of fear are equallypowerful feelings of excitement that indicate your dreams are about to come true.

I'm learning how to hear it;it's often faint and gets drowned out.Like a guide who tells me where to go,but chooses not to shout

It sends me signals from another plane,and shows me things I might not see.Who to avoid and who to embraceit clears my path and sets me free

At times I might feign deafnessand vainly choose another courseBut usually look back in regretwhen the road I take gets worse

So now I practice getting silentto hear the falling of a pinYes, I'm learning how to listen well The Promptings Come In Whispersto the still small voice within Walt's Life Rhyme #56

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“Listen.”

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AudioTapes/BooksAudio tapes, books and videos, are modern tools that can assist the creative

process. They provide you with the information and assistance to help you fully incorpo-rate the previous natural tools into your life, and they provide it in formats that make themconvenient for you to access. They can help with your affirmations by providing youwith other people's suggestions of powerful affirmations. They can help with visualiza-tion and meditation by guiding you through those processes. They can help your faith andgratitude simply by reminding you to keep having faith, and saying thank you. I like tothink of them as positive friends who are always available to say the things I need to hearon a regular basis.

As you go through life, it's normal that your energy level will fluctuate. Severalgood books exist which can help you keep the motivation high. They can usually be foundin the self-help or psychology sections of your local bookstore. Check out the appendixfor a list of books, including The Psychology of Achievement by Brian Tracy, UnlimitedPower by Tony Robbins, Live Your Dreams, by Les Brown, The Master Key to Richesand Think and Grow Rich both by Napoleon Hill.

BONUS: The Health-Wealth ConnectionFor many people, the world is a confusing place. For some it's a maze with no

map to guide them successfully through. For others it is a puzzle where the pieces don'tseem to fit, or worse yet, where some of the pieces appear to be missing! For many still,life is a mass of contradictions, inconsistencies, untruths, failures and disappointment.There often seems to be no connection between the things they do and the results theyachieve. "Why is it," they often ask, "that I want success, and I think success, but I seemto attract failure?" The answer is that even though our thoughts create our reality, ourthoughts are often going off in many different directions at once. Our thoughts are some-times logical, sometimes emotional, and sometimes intuitive. Each of these types of thoughtswill create realities that are vastly different and sometimes in conflict. Your success inyour endeavors will happen as the world starts to make more sense. The world will startto make more sense when the things you know logically, emotionally, and intuitively startto align. The best way to do this is to start to question the things you believe and be willingto think differently about them.

Thinking Differently About HealthMany business books avoid discussions of health and dietary choices. This is

understandable considering that the topics of religion, politics and food are such emotion-ally charged topics. However, practically every talk I've given about business alwaysmakes its way inevitably to some discussions about health. People intuitively seek tocreate balanced success in life. People naturally get it that we are not just entrepreneursmaking business decisions that affect our bottom line, but that we are humans makingdecisions which affect our families, our children, our emotional and physical health andour sanity. They understand that we can't hope to live lives of passion if major parts of ourlives are being operated under wrong assumptions, and thus out of alignment.

Many people make decisions on how and what to eat based purely on emotionand habit. They simply eat what their parents ate, and what everyone else eats. It makes

57no logical or intuitive sense to eat food that has repeatedly shown to cause disease. Wedo because the bases of our beliefs are lies, and so our abilities to make sensible deci-sions is compromised. People don't know what to eat, when to eat, or how to eat.

The New RulesYou can't play a game if you don't know the rules. You can't make sensible

business decisions if you don't understand the basic premise of being in business. Simi-larly, you can't choose the correct food to eat, and make healthy choices if you don'tunderstand the basic rules of food and health. The world becomes a simpler place to liveonce you start to see the connections. If you start to see that the same laws of theuniverse that apply to business decisions, also apply to health and food choices, as well asother areas of your life, then things start to make a bit more sense.

The fundamental law of nature is that of cause and effect. For every action,there is an equal and opposite reaction. Once it's understood that all actions have conse-quences, it should follow then that certain food choices must also lead to certain effects.

Once I understood and accepted this, I began to question what I believed aboutthe things I was putting into my body. A friend introduced me to a book by Elijah Muhammadentitled How To Eat To Live. It was the first step in making the connection betweenwhat I was eating and how I felt. Until then, the world of health was not making sense.If I was supposedly doing all the right things healthwise, why wasn't I feeling better andbetter instead of worse and worse? Once I read that maintaining the flow in and out ofour bodies is the key to health, then I recalled a spiritual lesson I had learned that the flowof money in and out of our lives is the basis of wealth. I made the connection, and makingdecisions about my health became easier. My constant headaches and fatigue wereeffects. Once I made the connection between those effects and identified my diet as thecause, I eliminated the headaches and fatigue from my reality. I was able to "cure"myself simply because I made the cause and effect connections.

Similarly, a friend of mine was becoming increasingly frustrated that she too wasdoing all the right things, but was always getting sick. Even more frustrating, was that herchildren were following in her footsteps. For all of her life, she was raised to drink milk.She was raised to believe that humans needed cow's milk to be healthy. Once she learnedthat milk and dairy products have been shown to aggravate sinuses and allergies, causeheadaches, increase mucus in the system, lower resistance, and was the culprit of otherill effects, she reevaluated her choices, and by simply cutting it out of her diet, has beenable to live at a level of comfort she never did before. She's gone on to question otheraspects of her life, making connections that empower and free.

As we’ve learned, success is sometimes a matter of asking the right questions.In matters of health, therefore, here are some questions for you to consider:• What if you could create the effect of good health simply by eating foods thatdidn't contain preservatives, food coloring, and other non-food "stuff"?• What if what we currently thought of as food was not food at all, but simply somecorporation's idea of a product to sell to make money?• What if humans aren't meant to consume the milk of another species?• What if the best food for humans is actually fruits and vegetables that grow in naturalsettings without steroids, pesticides, antibiotics, and other poisons?

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• What if any illness you are currently experiencing is caused by the accumulationof these steroids, and pesticides and antibiotics and other "stuff" in your systemthat hasn't had a chance to come out?• What if illness is just varying degrees of congestion caused by poor dietary choices?• What if we are created perfectly and that the human race and life on the planetdidn't need to await the arrival of man-made chemicals to achieve health?• What if the body could heal itself if it were simply given the chance?• What if health and wellness came from food and not from pills?• Suppose the growing interest in herbs as cures is not quackery but a growingawareness that everything we need to be well is already right here for us?• Suppose we didn't need doctors since everyone understood the basic premise ofhealth and wellness and could keep themselves healthy by making better choices?

A Natural OrderSo how does all this relate to turning your passion into profit? Simple. On a

practical level, making different food choices might simply make you more physicallyable to meet the demands of pursuing your passion. On a deeper level, being willing tothink differently about your food choices, as well as anything else that you’re blindlyattached to and respond to reflexively, may help you to see the world a bit differently.You may notice certain truths and connections between what you do, and what you get.These natural cause and effect relationships exist in every area of your life. On a spiri-tual level, it may bring you in line with an intuitive appreciation of the simplicity of the waythings are that can help you run your business more effectively.

From the Feeling of the Wish FulfilledAgain, once you decide on the new reality you wish to live, You must live your

life as if the things you desire are already part of that reality. As Neville says, you must“live from the feeling of the wish fulfilled.” You must become the person you desire to be.You must feel that you are already living in the space you wish to occupy. You must think,and speak and act exactly as you would were your goals already manifest.

What would I see from a millionaire’s view?How would I act if my dreams now came true?

What would I do if I simply believed?How would I feel if my goals I achieved?

Where in the world would my happiness lead?Who would I lift up in word, thought or deed?

To make that world real here’s the formula how:The only sure path is to be that way now!

The Millionaire’s ViewWalt’s Life Rhyme #15

59New Thought Practices

Here, then are the behaviors that are in alignment with the new thoughts.

BELIEFS BEHAVIORSIf you believe that: Then, you shouldWhat the mind can conceive it can achieve........................ Visualize desires; Dream; Think in the now

The only way to create reality is to live it first...................... Act as if your dreams are already real

Your words create your reality............................................ Think and speak only what you desire

You attract what you believe and dwell upon..................... Affirm the desired reality

You attract your fears........................................................ Think on positive outcomes only

The subconscious is a goal-seeking tool........................... Set goals frequently

Writing goals impresses them into the subconscious........ Write down ideas; make lists

You get what you give....................................................... Support others; give what you wish to receive

Wealth is a flow in as well as out...................................... Tithe; give to others

Positive energy is infectious............................................ Be with those who are where you want to be

There's enough for everyone............................................ Wish others well; don't envy others' success

Anything is doable............................................................ Focus on reasons why, not reasons why not

Everything has an answer................................................ Focus on solutions, not “challenges”

Everyone who is in your life has a lesson for you............ Respect everyone; listen and don't judge

The feeling of fear is an indicator of potential growth... Move towards your fears; do it anyway

Everything happens for a reason.............................. Look for the lesson in every situation

Miracles happen........................................................ Go forth with confident expectations

There's only fear and love........................................ Assess motivations behind all actions

The Universe is friendly............................................ Don't whine in the face of apparent adversity

Inspiration favors the relaxed mind......................... Meditate often

All of these behaviors are ways of being that come with new ways of thinking.Be willing to think differently about your fears, life’s challenges, other people and whatthey do, and especially about yourself and what you believe, and things will never be thesame again!

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It's not my intention in this short chapter to convince you to change all of yourviews overnight. It's not my intention to tell you what to believe about the reason for ourexistence; justice; abortions, the legal system, the environment; evolution versus cre-ation; or about diet, deity and death. I will, however, suggest that your willingness to askif current beliefs are really working for you, and to call them into question and modifythem if they aren't, may hold the key to how successful you are in all your endeavors. Asyou start to question the things you currently believe, you should test which ones work foryou, and then decide which you'll make your own.

What it Will RequireIn my experiences in business ventures, and in various organizations, I've seen

hundreds of people come and go. I've seen people rise to the top in record time, and I'veseen others jump ship in utter frustration. I've had a chance to meet people from a widerange of backgrounds, skills, motivations, and talent. It's true that we may never knowwhy some people are more successful than others. We may not be able to pinpoint thesingle pivotal moment, or the unique sequence of events in that individual's developmentthat are responsible for their success. However, we do know some of the traits thesuccessful exhibit. We hear of successful people's "work ethic", their willingness to helpothers and their persistence despite setbacks.

In order to succeed, you simply need to be committed to success.Being committed to success means you have to set yourself to a higher standard

than most. It's said that 97% of the people in the United States will retire dependent onfamily, friends or the federal government for survival. If that's true, then you need toconsider yourself what I call a "3-percenter." That being the case, you're going to run intopeople from the other 97% more often than you will meet others like you. Therefore, todetermine who you need to be in order to succeed as a 3-percenter, you cannot rely onwhat the 97% of the people you run into do. As a 3-percenter, you don't complain whenthings don't go your way. You learn from the situation and move forward. As a 3-percenter,you realize that every opportunity to quit is either a chance to identify with the 97-percenters, or to set yourself apart. As a 3-percenter, you have to love challenging your-self to do more. As a 3-percenter, you've got to be able to roll with the punches. Youhave to be able to adapt to situations that would break others. You have to operate at alltimes from the position of "I can and will do this, and I will keep doing it UNTIL I amsuccessful." You have to be able to sacrifice some things in the now in order to have thelife-style and the things you want in the future. You have to be open to new ideas andnew ways of being. You can't be too attached to yourself the way you are, if it's notgetting you what you want.

Remind yourself that whatever goals you set for yourself are attainable, evenwith all the challenges that you will encounter. Others before you have survived, suc-ceeded and prospered. It all rests inside of you. The nature of your thoughts mustchange. Change is the only constant in life. If you're not where or what you want to be,you have to break out of the patterns of thought and behavior no matter how comfortablethey are. As one writer put it, "if you always do what you always did, you'll always getwhat you always got." The choice is yours. Think differently.

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MAIN POINTS OF CHAPTER 3 “Thinking Differently”

• Everything you know as real was once just a thought. Everything starts as a thought.Thoughts, therefore, are the basis of all change. If you are not where you wish to be inlife, then the nature of your thoughts needs to change.

• The new way of thinking and all that goes with it, is the single most important require-ment you’ll need to enter and prosper in the new world. That will be your price ofadmission.

• There are two causal emotions in the universe, love and fear. Which one rules you?

• Conquer your fears. The only things that are holding you back from achieving all thatyou desire, are the fears you fail to confront, and the inactivity that results.

• One of the first fears it will be necessary to overcome is "Entrepreneurophobia." It issimply the fear of the unknown when it comes to earning money in nontraditional ways.To overcome Entrepreneurophobia, and any fear you encounter, it will be necessary toICE them. ICE is an acronym for Identify, Confront and Eliminate.

• There are specific things you can do to be successful in any endeavor. There are waysof being which will almost guarantee that no obstacle will prevent you from reachingyour goals. These Success Practices should become a habit with you if you endeavor toturn your passion into profit. Affirmations, visualization, goal-setting, "living from the feel-ing", and viewing everything that happens to you as aiding your growth, are tools ofcreation that help make your life the product of your passions not the fruits of your fears.

• Thoughts do create success. Specific thoughts create specific attitudes, which createspecific actions which create specific outcomes. The Success Attitude is a collection ofways of thinking and acting that will ensure that anything you attempt is successful. Yoursuccess at turning your passion into profit will be determined by whether you choose theNegative, Passive, Reactive, Positive, Active or Creative attitudes toward life.

• Be willing to think differently about everything in your life from the way you viewobstacles, to the way you eat, to your thoughts about God. All these things are connectedto your success in any endeavor.

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FOLLOW-UP FILE FOR CHAPTER 3“Thinking Differently”

INSPIRATION: Passion Seeker Profiles____________________________________

“The Players’ Personal Passion”The three founders of id software are John Carmack, John Romero, and Adrian

Carmack. They are the developers of a line of wildly popular video games which havebrought their company to over 16 million dollars in sales. To turn their passion into profit,these three video game enthusiasts simply created games that they themselves wouldwant to play. “Ultimately we market to ourselves. We slide right into the demographicmold of the people that we are trying to sell to.” They got occasional informal input fromfriends and family, but abandoned traditional market research in favor of their preferences.I repeat: 16 Million in sales!

____________________________________

IDEAS: The Right Questions to Ask• What specific fears are holding me back from turning my passion into profit?• What books/tapes/seminars can I read/listen to/attend to help me ICE my fears?• For what specific things do I wish to change my reactions?• What negative words/phrases do I use that may be creating my present reality?• What specific steps will I take to put the tools of creation to use in my life?• What things would I change about my life before I would wish it on someone I love?• Who do I know who is where I want to be in life-style, thought or deed?• What specific things am I thankful for?

63

Chapter 4:Your Wow Factor*

“Your personal secret formula for success”

The Wow Factor“Your Wow Factor is the goal-oriented, response-driven creation, develop-

ment and controlled exposure of the private and public perception of your uniqueassets. This is the key to your success in anything you do.”

What makes you special? What will guarantee your success turning your pas-sion into profit? Why will people purchase your product? How will what you eventuallycreate as your passion-centered business stand apart from the competition? The answerto these questions is what I call your Wow Factor.

As a formula, it looks like this:[(Assets + Perception) x Exposure] + Response = Wow Factor

The Wow Factor formula is the same for everyone on the planet. What changesfrom person to person will be the components which comprise the variables of the equa-tion. For example, no two individuals will have the same set or awareness of their assets.No two people are perceived in exactly the same way. No two people can gain exposureto exactly the same set of people. And, no two people will desire or achieve the sameresponse from the world. This is where the Wow Factor differs from any other key tosuccess. For when you analyze yourself through the lens of the Wow Factor formula,you come away with something that no one else on the planet has: your own customizedsecret formula for success!

*NOTE: The original version of this chapter, and more guidanceon becoming a Wow Master are available in The Tao of Wow by Walt Goodridge

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Finding Your Wow FactorBefore you can maximize your Wow Factor, you must first define its individual

components. Let us examine each variable in the equation.

Finding Your Assets[(ASSETS+ Perception) x Exposure] + Response = Wow Factor

An asset is a thought, belief, word, action, person or object that you or othersperceive that, when associated with or attributed to you, affects your own as well as theworld’s perception of you, and can make the world go wow.

The following assertions, assumptions and conclusions form the basis of thisnew understanding of what an asset is. Please read them carefully and repeatedly untilyou understand them thoroughly. The entire Wow Factor theory is based on them.

1. Anything can be an asset. Everything is, in fact, an asset. Therefore, any“thing” and every “thing” is an asset. There are, therefore, 5 categories of assets: thoughts,words, actions, persons, and objects.

2. Every quality of human existence may be defined as a being, a doing, or ahaving. In other words, all humans “are”, “do”, or “have” some “thing” in relation tothemselves and the rest of the world. (i.e. I AM a poet. I DO windows. I HAVE money.)There are, therefore, 3 qualities of human existence: being, doing and having.

3. Everyone has access to every thing.

4. Therefore, the 15 categories of assets that all humans have access to are thethoughts words, deeds, people, and objects associated with being, doing and having.

Who You AreWho you are has 5 assets (thoughts, words, actions, people and objects) associ-

ated with it. The thoughts about yourself are your self-perception (i.e. your identity).The thoughts which others have about who you are are called public perception. Theseperceptions may take the form of beliefs, opinions, judgements or ideas. The wordswhich describe who you are are called feedback and, whether in written or spokenform, represent assets. The actions which correspond to who you are are your manner-isms and behavior, and are called your personality . The people who correspond to whoyou are are your friends. The object which corresponds to who you are is your body.

What You DoWhat you do has 5 assets (thoughts, words, actions, people and objects) associ-

ated with it. The thoughts which you and others have about what you do, again, arecalled perception. These perceptions may take the form of beliefs, opinions, judgementsor ideas. The words which correspond to what you do are called education. Theactions which correspond to what you do are your expressed talents, skills, or yourprofession. The people who correspond to what you do are your associates, students,or masters. The objects which correspond to what you do are your creations.

65What You Have

What you have has 5 assets (thoughts, words, actions, people and objects) asso-ciated with it. The thoughts you and others have about what you have, again, are calledperception. These perceptions may take the form of beliefs, opinions, judgements orideas. The words which correspond to what you have are called descriptions. Theactions which correspond to what you have are called accomplishments. The peoplewho correspond to what you have are your fans, employees, or servants. The objectswhich correspond to what you have are your possessions.

Again, everything that you are, everything that you do, and everything that youhave, all have thoughts, words, actions, people and objects associated with them. All ofthese resulting thoughts, words, actions, people and objects are your assets.

Assets EverywhereWhen you really understand the nature of reality, you’ll realize that absolutely

everything is an asset that can help you reach your goals. And, every point of contactwith the world is an asset.

Remember, an asset is something (a thought, word, action, person or object) thatyou or another person can perceive that, when associated with or attributed to you,affects your own and the world’s perception of you and can make the world go wow.

Therefore, how you speak, where you live, what you see out your window, howyou smell, the way you walk, the way you sneeze, what you believe, what you don’tbelieve, what you’ve experienced, what you’ve never experienced, how you write, yourpossessions, your musical tastes, your butterfly collection, your comic books, your friends,your enemies, your body, what people say about you, what they don’t say about you, thelanguages you speak, the size shoe you wear, the arrangement of furniture in your livingroom, your ability to whistle a tune on key, your children, your pets, as well as the wayyou and others perceive these things, all have value in moving you further towards yourgoal, and may represent some specific perception, language, action, person or thing thatyou can use to make things happen the way you wish.

With so many potential assets at your disposal, then, how do you determinewhich ones are to be harnessed to create a Wow in the minds of the masses? The criticalstep in choosing and harnessing your assets lies in making the right connections.

Making connections is a skill that takes practice. Fortunately, there are tworealities that will help you-- 1.the interconnectedness of the universe, and 2. your brain.

1. Connections exist everywhere because there’s an underlying unity to all thingsin the universe. There’s a cross-connection that a bird flying in the Andes Mountains haswith a man crossing the street in downtown Los Angeles. There’s a connection that yourexperiences of 10 years ago have with your goals of tomorrow. There’s a connectionthat everyone you have ever met has with whom you have since become. Scientists arealso discovering that the universe is not a collection of separate things as we perceive itto be, but rather that all things are extensions of the same fundamental something. Thatat a deeper level of reality that we cannot readily see—but for which there is growingevidence—everything interpenetrates everything else.

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2. Your brain is a remarkable tool. It’s been estimated that you have the ability tomemorize up to 10 billion bits of information during your lifetime, or the equivalent of five(5) sets of the Encyclopedia Britannica. The brain’s ability to hold and store tremendousamounts of information, and its remarkably efficient filing system that allows you toinstantaneously call to mind 20 different correlations when you hear the word “automo-bile”, gives you access to an overwhelming storehouse of possible connections whenpursuing a particular goal. Think about it. How many different directions can you head inas concepts like “gas-powered”, “pollution”, “airbag”, “factory assembly line”, “crashtest dummy”, “wheels”, and “engine” come to mind?

Therefore, once you know that such links exist among everything, and that youhave the ability to process and identify those links, all you need to know is what questionsto ask, and how to view the world, and it becomes easier to make the connections.

If, for example, your goal is to become a famous actor, then you should firstexpect that everything you have ever seen, done, heard, said or owned offers some wayto turn that dream into a reality. You might ask, “How can my past experience as a clerkin a bank help me to become a world famous actor? Well, it qualifies me to be able toconvincingly portray certain roles. It gave me access to information about the bankingsystem. It introduced me to employees, supervisors and customers who might play rolesin my future success. Did anyone I met there have a connection to the movie industry?Perhaps I’ll go back there for a visit and mention to whomever I speak with that I’mserious about my acting career. Who knows who I’ll meet on the way there?”

Or, perhaps your goal is to find a mate. You might ask, “What do people sayabout me that is an asset that can help me meet the man/woman of my dreams? Whatplaces do I frequent that might prove helpful in exposing me to more people? What musicdo I like? How can that lead to me meeting people with similar interests? What physical,emotional or personality attributes can I highlight that can make the world go wow?”

The possible connections are almost infinite.In fact, as a personal example of making such connections, consider this. It’s

now less than a week before this very book you hold is scheduled to go to press, and asI’m putting the finishing touches on it, I happen to be reading an interesting article on theholographic nature of the universe. Though seemingly unrelated, I know that everythingI know is an asset. So I ask myself, “How can what I’ve just read help me to achieve mygoal of explaining a key concept of assets to everyone who reads this book? Whatconnection exists between the concepts in this article, and my ability to recognize andidentify assets all around me?” And sure enough, with just the right perspective, and theright questions, I was able to add the “Assets Everywhere” section you just read, which,I believe, reveals a critical technique for uncovering the many assets to which we allhave access. To find the best use of your assets, ask, answer and act on these questions.

• What specific assets do I have or have access to that I can use to achieve my goal?• What creative ways can I come up with to harness the power of these assets?• Who do I know? What do I know? What do I believe? What Do I own? What have Icreated? What am I good at? What am I known for? What have I done?

67The Assets Chart will help you to ask even more questions in a structured way.

10 BILLION ASSETS____________________________________________________

WHO I WHAT I WHAT I AM DO HAVE

____________________________________________________

THOUGHTS perception perception perception____________________________________________________

WORDS feedback education descriptions____________________________________________________

ACTIONS personality profession accomplishments____________________________________________________

PEOPLE friends associates employees____________________________________________________

OBJECTS body creations possessions____________________________________________________

How to use this chart:1. Set your goal.2. Make a list of assets by asking the following questions.

Row 1: What are the thoughts, beliefs, ideas, opinions, judgements (perceptions) that Iand others have about who I am? About what I do? About what I have?

Row 2: What written or spoken feedback, education, or descriptions have I receivedabout who I am, what I do, and what I have?

Row 3: What are my personality traits, skills and accomplishments?

Row 4: Who are my friends, associates, fans, employees and family members?

Row 5: What are my physical attributes, creations and possessions?

Perception[(Assets + PERCEPTION) x Exposure] + Response = Wow Factor

The next variable in the Wow Factor equation is perception. Once you haveyour list of assets, your next task is to determine how each of these assets is perceived.By perception we are not only referring to the public’s perception, but your own percep-tion of your assets.

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Notice that in the descriptions of the assets in the previous section, that the oneconstant throughout is perception. It is in the understanding, awareness and manipulationof that perception that the power of Wow exists. Once you can control the assets ofpublic and personal perception, you can move yourself and the world to action.

The most empowering aspect of life is that you are able to tell people what youwant them to think about who you are, what you do, and what you have.

In business, for example, you can control public perception by creating the ad-vertising campaigns, brochures, press releases, interviews and all the means by whichthe public will learn about you, your company and your product. In relationships, you cancontrol perception by how you carry yourself, how you treat others, how you allowothers to treat you, what you say about yourself, and what others say about you.

In order to create the perception you desire, you must ask, answer, and act onthe right questions. Here are some suggestions.

• What perception will a new person I encounter have of who I am, what I do, and whatI have? How am I being perceived?• What perception do I wish every new person I encounter to have of who I am, what Ido, and what I have?• What thoughts, words, actions, people and objects (i.e. assets) best convey the percep-tion I wish to create?• What creative ways can I come up with to harness the power of these assets to createthe perception I desire?

Exposure[(Assets + Perception) x EXPOSURE] + Response = Wow Factor

The next variable in the Wow Factor equation is exposure.Once you have developed your list of assets, and determined how they are per-

ceived, as well as how you wish them to be perceived, your next step is to gain exposure.In other words, it’s time to let the world know about you or your product, your assets, andwhat to think about them.

Included in the process of exposure is the decision of whom to expose the per-ception. In business, for example, exposure may take the form of advertising, marketingand promotion. In relationships, it may take the form of simply being seen or heard in allyour glory. In order to gain the level of exposure necessary to create the desired Wow, youmust ask, answer and act on the right questions.Here are some suggestions.

The Key Questions for Exposure• Which specific people need to be exposed to me, my assets and the perception I desire?• What specific steps can I take to achieve the level of exposure I desire?• What new and creative ways can I develop to expose my assets to ever-increasinggroups of people.

69Response[(Assets + Perception) x Exposure] + RESPONSE = Wow Factor

The next variable in the Wow Factor equation is Response.Response refers to the reaction and feedback you wish others to express in

relation to the exposure of your assets. In other words, you need to request a specificaction from those whom you wish to wow. This call to action is an often overlookedcomponent of the Wow Factor. Whether you are launching a new product or looking fora mate, you must be clear on the desired response you wish to elicit from those to whomyou gain exposure.

Many people fail to request an action to their exposure and thus are disappointedby the response or lack of it. Remember, you control almost every part of the WowFactor process. You develop the assets. You create the perception. You control the expo-sure. And you can also determine the response. So, state clearly, therefore, exactly whatthat response should be. Of course, you will not always be able to control every re-sponse you receive, but unless you ask for one, you may never receive any at all.

Asking for a specific response is vital for another important reason. Within theresponse is the means to perpetuate the response. In other words, the creation of theinitial response will lead others to respond in a similar manner. It’s a unique fact of humannature that people follow other people. People learn what response is expected of themby seeing what responses others have. This creates a snowball effect that perpetuatesthe Wow Response. It doesn’t matter whether you’re launching a new business or pur-suing a mate, you will find this to be true. (In fact, in the dating scene, many people havenoticed that people’s response to them often seems more pronounced and more frequentonce they’re already attached!) In order to achieve the response necessary to create thedesired Wow, you must ask, answer and act on the right questions.

• What response do I desire?• What do I wish to have happen next?• What specific steps can I take to achieve the quality of response I desire?By applying this unique formula, you can create your desired reality and achieve

whatever goals you wish.

Using Your Wow FactorImagine that you possessed the power to create reality. What if you had the

undisputed ability to make things go your way 100% of the time? Well, you do. Such apower exists and it’s contained within the formula of the Wow Factor.

Regardless of your social status, income, occupation, type and place of resi-dence, or educational level, your Wow Factor can help you to achieve, acquire and culti-vate success in any area of your life.

The reason why the Wow Factor works to get you what you want is because ofThe Basic Truths of Wow.

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Basic Truths of Wow• New ideas, things and people are distinctly different from ordinary ideas, things

and people. From that distinction comes the manifestation of uniqueness. In uniquenessthere is cause for Wow.

• Every truly unique creation, once recognized, elicits a Wow. Wow is the world’sresponse to what you say, what you do and what you have become.

• It is the law of nature that every Wow requires an action. The actions of othersin response to the Wow you elicit set in motion another set of creative forces. Theseforces alter the streams of thought upon which all good things sail on their way to thosewho think them.

• Wow elevates you. It inspires respect. It begets trust. It creates positive ex-pectations. It oils the transaction machine. It encourages others to share you with theircircle of influence. People are attracted to those who wow. People will do anything foryou if they are wowed. People will buy from you if they have been wowed.

Every time you meet a new person, you have a new opportunity to impress thatperson with yourself, your product, your service, what you’ve done, what you can do,what others have said about you, and what other impressed people have done for you.

The Wow Factor is not just about the image you present to the world, it is alsoabout the image of yourself that you develop for no one else but you. When you becomein thought and in deed that which you aspire to be, the world must respond accordingly.Their response may take the form of support, compensation, friendship, love or worship.

Once you know how to wow, you will have the ability to get anything you want.

Wanting What You GetGetting what you want is easy on this plane of existence. Of equal importance,

but of greater challenge to the masses, however, is wanting what you get. This too,requires practice. Here is why it is important to develop this ability.

As you strive towards a particular goal, you will create results based on yourthoughts, words and actions. Until you reach the level of mastery of the principles ofWow, however, what you intend to create is not always what you end up creating. This istrue because the creative process takes place on the subconscious level of mental activ-ity--the level of belief. Therefore, you should be open to the seemingly unanticipatedoccurrences that come your way. For example, if you plan and work towards “A” butend up getting “B”, do not be alarmed and distressed, but simply learn to accept it.Unhappiness is caused by unmet expectations held too firmly in mind. The more attachedyou are to a particular outcome, the unhappier you’ll be if you do not achieve it at first.Therefore, seek your outcomes, but don’t be too attached.

Know that whatever reality occurs, that it has been created because it is neces-sary for it to exist so that the right awareness and responses will be developed in you.These responses move you to the next level of accomplishment.

Wanting what you get, therefore, does not mean to be satisfied with what youget. It means simply that you accept it as your own creation, grow from that awarenessof it as such, and then continue to create from an ever-evolving state of mind.

71The Wow Factor In Action

The power of what you have just read will be evidenced by your own use andapplication of it. However, you can see it being used and applied right now by otherswhom you know to be successful.

Think of any successful individual whom you know. Think of what you know tobe their assets. What makes this person special? What is their claim to fame? Think ofwhat you know to be their perception of themselves as well as what you know to be theworld’s perception. What do people believe and say about them?

Think also of the means and manner of how they expose themselves to yourawareness. How do you know of them? What media do they use to increase their cus-tomers, clients and followers? Think, too, of what response they demand of their follow-ers. What subtle and overt ways do they request specific actions from us as their targetaudience? What do they ask that we buy, or that we buy into?

Are they not goal-oriented individuals, controlling the creation, development andexposure of the perception of their assets, while eliciting a response from us?

You will find in every instance that this is so. And now, you too are in possessionof their secret to success.

Impress and Grow RichIn a capitalistic society, one of the most sought after applications of the Wow

Factor is the creation of wealth through business success. Through years of researchinto the secrets of success, I’ve created a working understanding of how, why and underwhat conditions the Wow Factor aids in the creation of business success. I call it the

Science of ImpressThe Science of Impress is based on the following principles.

1. All things flow from those who have them to those who expect them. Money,for example, flows from those who have money and desire something, to those whoprovide that something and expect money.

2. The exchange of one object for another is called transmission. It occurs be-tween a sender and a receiver.

3. No transmission can occur unless the sender and receiver are synchronized.No transaction can occur successfully unless sender and receiver are in agreement as totheir mutual expectations. There must be a single path for the transmission.

4. Wow provides that path. It tunes both sender and receiver to the same fre-quency of expectation. It aligns two sides of a transaction. It creates the path uponwhich money, happiness, love and power travel from one individual to another.

5. Humans have certain observable needs, wants and expectations.6. If you meet certain needs, fulfill certain wants, and exceed certain expecta-

tions, you can elicit the Wow Response.As mentioned earlier, the Wow Response is the primary response which must

and will always precede any action. Therefore, if you can control the Wow Response,you can control the nature and number of the world’s response. The response may be athought, a word, or any action including the transmission of compensation for that which

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72 • Turn Your Passion Into Profit

you offer the world. Your compensation can take the form of money, things, recognition,power, a following, worship, esteem or love.

Through the Science of Impress, therefore, you can use the Wow Factor to sellyour wares, gain power, lead a nation, or attract wealth into your life. In other words, youcan impress and grow rich!

Who Will Be Wowed?In applying the Wow Factor to business, there are two types of people you’ll

meet: customers and gatekeepers. Customers are people who buy your product.Gatekeepers are people who, by virtue of their position and status, have access to andinfluence over the people who buy your product. Examples of gatekeepers are maga-zine/newspaper publishers, writers, public speakers, organization presidents, etc. Eachhas their own set of needs, wants and expectations. And each will require a different useof your Wow Factor.

The operative question you must answer in your potential customer’s mind is“Where is the personal benefit for me?”

The operative question you must answer in your gatekeeper’s mind is “Is thisproduct, service, or information of value to those to whom I communicate?”

The recognition, encouragement, and exploitation of these needs, wants and ex-pectations will be the primary task of anyone who wishes to succeed in business. Yoursuccess will be determined by your thoughts about yourself, your thoughts about the lawsof reality, and your thoughts about other people. The Tao of Wow will help you todevelop the right thoughts.

The 12 Rules of WowIn order to use the Wow Factor for business success, you’ll need to know and

apply the 12 Rules of Wow. They are proven techniques based on the understanding ofbasic human nature and people’s responses to each other. You can be assured that suc-cess in any business endeavor is based on one or more of the following rules. Once youunderstand the psychology underlying them, you too can use them to impress and growrich in your life!

1. Better always impressesCompetition is the basis of our society. Those who can run faster, deliver quicker,

jump higher and sell cheaper will outperform those who cannot. However, a true “WowMaster”--to use a term in the Tao of Wow--does not compete. He or she merely recog-nizes and exploits the power of the inherent differences to create the Wow Response.

2. Consistency and completion impressIt’s a fact that most people don’t have what it takes to get a job done. Therefore,

if you build a reputation of doing what you say you’ll do, and doing it consistently, you’llautomatically create a Wow Response in the minds of others.

733. Beauty always impresses

In our increasingly materialistic society, that which is pleasing to the eye is ac-corded more attention. Use this to your advantage when you present yourself and yourproduct to the world.

4. The new and unusual impressGreat wealth has been created selling old things to new customers, and new

things to old customers. Marketing experts know that a thing only has to be 10% differ-ent from something else to perceived of as radically innovative. Therefore, there’s greatwealth right in your own backyard repackaging ideas so they appear new, and resellingthem to old customers!

5. Unexpected accomplishments always impressThe deaf or blind who perform music, the physically handicapped who partici-

pate in sports, the elderly who climb mountains, the very young who perform as virtuo-sos, are all examples of people exceeding expectations to create a Wow Response.

6. Intelligence impressesWe’re living in a society that values athletic prowess and beauty over academic

proficiency. Therefore, those who nurture their mental abilities, will possess the ability towow. Read, write, speak, add and subtract well, and combine it with the ability to thinkcritically about the world around you, and you will wow the world. There’s Wow inwisdom!

7. The invisibly obvious impressesHave you ever seen a new product on the market, and found yourself exclaim-

ing, “Why didn’t I think of that?!” The best inventions always create that response, andtheir appeal is almost always intuitively obvious to us.... once we see it!

8. Success impressesWhen attempting to become successful, one must live from the feeling of the

wish fulfilled. In other words, because success only visits the familiar, you must becomesuccess before success will be coming to you. Walk, talk, think and act the part, and theworld will have no choice but to confer prizes and honors to match their perception ofyou. Then use all the awards, and prizes to impress the world even more!

9. Power impressesThe greatest power is not political power, but the personal power that people

refer to as charm. Many of the world’s successful people, rely on the strength of theirpersonal charm to make the world go wow! Remember, people will elevate you to thelevel of your own self-image. Your charm, your wit, your words, your wisdom, and howyou wield them, is in direct proportion to your self image. That, and all the qualities of apleasing personality, attract others into your life and make the world go wow!

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74 • Turn Your Passion Into Profit

10. Creativity/talent always impressWe all have a creative spark within us. Do you paint, write or sing? Whatever

your talent, discovering, developing and sharing your special gift is the surest way toimpress the world.

11. The praise of others impressesPeople will trust in, and be more impressed by what others say about you much

more than what you say about yourself.

12. Passion impressesThere is something that you, and you alone were put here to do. There are

activities that thrill you when you do them, and for which the doing is its own reward.That is your passion. Find it, share it with the world, and share it with passion! For it is thedepth of your enthusiasm about a thing that will enroll others in your dream. Great lead-ers move the masses not just with words, but with the strength of their inner conviction oftheir beliefs. Whatever your interests, people are always impressed by passion!

These 12 Rules of Wow, practiced in all areas of your life, allow you to createthe path for all good things to come to you.

The Journey ContinuesIn summary, everyone has a unique set of assets, which, when perceived and

exposed correctly with the intention of eliciting a specific response, can result in phenom-enal success in any undertaking. This is called your Wow Factor.

However, simply knowing your Wow Factor is not enough to secure a place ofgreatness for you. In order to gain the maximum benefit from your Wow Factor, youmust “go for the Wow” in all that you do. In other words, you must become a WowMaster.

In order to become a Wow Master, you must adopt a workable set of thoughts,beliefs and understandings about yourself, the world, and others that will serve you asyou encounter the challenges that the self, the world, and others will present to you. TheTao of Wow will expose you to those ways of thought and being. They are the contextwithin which the Wow Factor must be understood and applied in order to maximize itseffectiveness. For example, the Tao of Wow teaches that Wow Masters do not competewith others. You must know this to be true before you can maximize your Wow Factor.Failure to truly incorporate the ways of Wow into your belief system will result in frustra-tion as you apply what you have learned.These and other ways of thought and being arean essential part of the journey to mastery.

No matter what your particular goals are at this moment, harnessing the powerof your Wow Factor can help you achieve them. In addition, as you proceed on thisspecific journey of turning your passion into profit, you will now have a new vocabulary,as well as a new way to perceive of success and how to achieve it that will help youmanifest your dreams as you make the world go wow! So, let the journey continue.

For more guidance on becoming a Wow Master, see The Tao of Wow by Walt Goodridge

75

MAIN POINTS OF CHAPTER 4 “Your Wow Factor”

• Your Wow Factor is the “goal-oriented, response-driven creation, development and con-trolled exposure of the private and public perception of your unique assets.” This is the keyto your success in anything you do. As a formula, it looks like this:

[(Assets + Perception) x Exposure] + Response = Wow Factor

• Anything can be an asset. The thoughts, words, actions, people and objects associatedwith what you are, what you do and what you have can be assets.

• The most empowering aspect of life is that you are able to tell people what you wantthem to think about who you are, what you do, and what you have. You can control theworld’s perception of you.

• Exposure means telling the world about you and your passion.

• People learn what response is expected of them by seeing what responses others have.

• You control almost every part of the Wow Factor process. You develop the assets. Youcreate the perception. You control the exposure, and you can determine the response.

• You can use your Wow Factor to achieve anything you desire because of the basictruths about wow.

• Once you know what impresses the world, you will have discovered the secret formulafor using your Wow Factor to impress and grow rich!

• The 12 Rules of Wow, practiced in all areas of your life, allow you to create the path offor all good things to come to you.

• Knowledge, understanding and application of this unique concept will improve yourchances of success turning your passion into profit.

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76 • Turn Your Passion Into Profit

FOLLOW-UP FILE FOR CHAPTER 4“Your Wow Factor”

INSPIRATION: Passion Seeker Profiles____________________________________

“The Sculptor’s Passion”By the age of 14, Donald Brown drew national television and media attention

for his sculptures. His first university degree application was rejected on the groundsthat there was no one at the university capable of teaching him anything new where histechnique and ability was concerned. He is self taught and even from that tender agechose to ignore those who discouraged him from making, what they viewed as an unwisecareer choice. However, he pursued his dream of becoming a sculptor. With numerouscelebrity endorsements, purchases by Morehouse College, The Nigerian Embassy inWashington D.C., The NAACP and the ANC in South Africa, the international demandfor his works have excelled even his expectations!

____________________________________

IDEAS: The Right Questions To Askfor assets• What specific assets do I have or have access to that I can use to achieve my goal?• What creative ways can I come up with to harness the power of these assets?• Who do I know? What do I know? What do I believe? What Do I own? What have Icreated? What am I good at? What am I known for? What have I done?

for perception• What perception will a new person I encounter have of who I am, what I do, and whatI have? How am I being perceived?• What perception do I wish every new person I encounter to have of who I am, what Ido, and what I have?• What thoughts, words, actions, people and objects (i.e. assets) best convey the percep-tion I wish to create?• What creative ways can I come up with to harness the power of these assets to createthe perception I desire?

for response• What response do I desire?• What do I wish to have happen next?• What specific steps can I take to achieve the quality of response I desire?

for exposure• Which specific people need to be exposed to me, my assets and the perception I desire?• What specific steps can I take to achieve the level of exposure I desire?• What creative ways can I develop to expose my assets to more people?

77

The Cycle of Success“A Preview”

Where are you in The Passion Profit Cycle of Success?The Passion Profit Cycle of Success describes the phases of the process of

turning one’s passion into profit. Starting in the upper left of the diagram above and goingclockwise, the sequence includes Purpose, Passion, Product, and then Profit. In otherwords, according to the cycle of success, to turn your passion into profit, you must

1. Find your purpose in life2. Discover your passion3. Create a product (or service), and then4. Sell it for profit.

At any given point in your life, you may find yourself in any one of the phases. Have you just started the journey and are looking for your life's PURPOSE? Do youalready know your purpose, but don't quite know what your PASSION is? Maybe youknow your passion and need to create a PRODUCT. Perhaps you have a product butdon’t know how to sell it to make a PROFIT. Or, perhaps you're already making a profitfrom your passion, but need a new or defining PURPOSE in life?

Following is a preview of the process we’ll be exploring from this point on.

78 • Turn Your Passion Into Profit

PURPOSEAccording to the Passion Profit philosophy:Your passion is an expression of your purposeHave you ever asked, “Why am I here? “What am I here to offer the world?” or

“What’s the meaning of my life?” That--and similar questions--is at its core a spiritualone. The answer is the first and most critical part of turning your passion into profit.Everyone is here to experience, to grow and to become. Without an understanding of thespiritual component of your journey here on earth, you may find that everything you doleaves you unfulfilled.

In my book, the Tao of Wow, based on lessons learned from my continuing questinto things spiritual, I explore a concept based on the teachings and insights from a vari-ety of spiritual perspectives. The "45 Ways of Men (and Women)" explores the "lifethemes" that are believed to exist for everyone on the planet. According to the life themeconcept, each and every one of us is here to live out a particular theme. In analyzing yourlife, have you noticed that certain situations and circumstances seem to reveal consistentthemes? Based on the opportunities, decisions and circumstances that take place in yourlife, are you here as a builder? Are you living out the poverty theme? Are you anartisan? Are you an experiencer? Do you seek harmony? Are you a survivor? Is thetheme of serving others, or of being an advocate, seeking justice, or of making a differ-ence one that comes up often? These are just a few of the 45 themes that offer keys towhat your purpose here on earth may be.

Additional questions you can ask in this search are: How will I help the world?What change am I here to enact? What solutions can I offer? Who am I here to help?What contribution will I make to life on the planet? Questions like these lead to moreprofound analyses and greater insights into using your life to fulfill a specific purpose.

Don't overlook this important aspect of the Passion to Profit Journey. In additionto the chapters in this book, I've created special online reports, coaching opportunities,workshops and services to help you focus on the search for your life's purpose. I sin-cerely believe that turning your passion into profit is really a spiritual journey at its core.

PASSIONAccording to the Passion Profit philosophy:Everyone has a passionThe fact that everyone has a passion means that we all have something that

we're good at; something that we're experts in; something that provides us an inner senseof freedom, happiness, fulfillment and personal expression.

There's more to life than working for someone else for 40 years and then retir-ing. Life should be fun, meaningful, satisfying while offering some benefit to the world.What do I love to do? What are the activities that give me my greatest sense of purposeand fulfillment? These are some of the core questions to be asked during this phase.

Don't know where to look to find your passion? Your passion may be hiding inyour hobbies; it may be in your desire to make a difference; it may be a childhood wish.I've created exercises as well as a secret formula for discovering your passion. Wher-ever your passion is, the Discovery Exercises can help you find it.

Don't know how to choose your passion? Don't worry. The choice of which

79passion to pursue is LESS important than simply choosing. I find that when people be-lieve they are choosing one passion at the exclusion of all others, that they often choosenot to choose. Remember, you are not making a FINAL choice, just the FIRST one. Inother words, whichever passion you decide to pursue is just the first step in a journey thatmay lead through different expressions of your passion. Like me, you may choose topursue say, a passion for music, which might then lead to you becoming a writer, whichmay lead to public speaking and eventually coaching. I couldn't have predicted where Iwould end up (I wasn't always called a passion "Prophet"). I do know, however, that Iwouldn't have gotten here had I not taken that FIRST step.

According to the New York Times, "80% of all working Americans are unhappyabout their careers..." I sincerely believe that you never fully ENJOY life to its fullest,nor REALLY have the sort of FUN life was meant to be unless you're actively pursuingyour passion!

PRODUCTAccording to the Passion Profit philosophy:Every passion has valueThe fact that every passion has value means that everyone can be rewarded for

the pursuit of something that has special meaning in their lives.In order to create a winning idea, you need to know what questions to ask in

order to isolate the hidden value of your passion. You need to be able to determine whatphysical form or conceptual angle to attach to your passion in order to communicate thatvalue to the world. (In other words, you need to know what people will pay for--those arethe Magic Questions!) And you need access to the means to manufacture, print, createor assemble your product, or the means to offer your service to the world..

PROFITAccording to the Passion Profit philosophy:You can make money doing what you loveYou NEED Money!! Don't let anyone fool you. As long as you're living in a

capitalistic society, much of the good that you'll do for others, the fun that you'll have, andthe security you'll achieve will come from the money you earn. Surely, you can do a lotof good without money, but it sure does help.

There are only two ways to make money in business. Charge more, or spendless. In this phase you’ll learn how to do both, as well as how o create streams of repeat-business income from your current customers!

I'm sure you've also heard, that it's not how much you make, but how much youkeep. In order to keep more of what you make, you need to maximize your profit. Inorder to do that, you'll need to set up a legitimate business, launch it simultaneously on theInternet, and market your business, product and service creatively and effectively.

From part-timers who make a few extra dollars, to MILLIONAIREpassionpreneurs who get nominated for prestigious awards, the sky's the limit as to howmuch money you want to make from your passion! REALLY! It's all possible! TheCycle of Success will show you how!

cycle of success preview •

80 • Turn Your Passion Into Profit

Other Applications of the Cycle of SuccessPeople have asked if the cycle of success has other applications in other areas

of life. The answer is an unequivocal yes. The cycle can be applied to any pursuit thatone engages in, from cleaning one’s apartment to the quest for romance.

Let’s apply it to the pursuit of romance. Your purpose/goal (your reasonwhy) in such a pursuit might perhaps be marriage. Your “passion” is what you do(charm, wine & dine) to win that person over. Your “product” is the value that yourintended partner sees in you. Your “profit” is the payoff—the realization of your dreamand the myriad benefits (love, security) that you achieve as a result.

purpose = goal of the activity marriagepassion = actions towards the goal the pursuit/wine & dineproduct = the value what your intended buys intoprofit = payoff love, security, etc.

Seen in this way, the Cycle of Success can be a powerful lens through which toview the pursuit of your dreams in many areas of life.

The Cycle Never EndsThe Cycle of Success represents a continuous journey. You may find yourself at

different points of the cycle at various stages in your life. Your purpose at age 25 maydiffer significantly from your sense of purpose at age 75. Your passion when you aresingle may differ significantly from your passion after you’ve raised children who arenow adults. After you’ve expressed yourself and derived profit from ventures you startedin your youth, you may be ready once again to find a new purpose when you’re older.

There’s no right answer, or right place to be in the cycle. Just the opportunity toask more questions as you grow and expand your awareness of who you are. The Cycleof Success simply represents a framework within which to organize the questions youask. So, let’s start asking questions!

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Chapter 5: Purpose"What’s the meaning of life?"

The FIRST Law of Passion Dynamics:“A person NOT in alignment with his or her purpose, will remain unful-

filled, living out someone else's purpose unless acted upon by outside forces.”***

The Ultimate Truth: It’s a spiritual journey, silly!I've always felt that this direction I've taken in my own life was not a business

decision, but actually a spiritual one. It was not a decision to become rich financially, butone to become more of who I was meant to be.

Similarly, your own desire to turn your passion into profit comes from a basic andfundamental need to become more of who you are meant to be. The act of becoming isa spiritual evolution. Therefore, your decision to turn your passion into profit is ultimatelya spiritual decision. The actual act of turning your passion into profit is, at its core, acreative act. It is you doing your part in a much bigger cosmic act of creation.

A small serving of water from a large pitcher has all the properties of taste andtexture of the larger body from which it was poured. You, too, as one of the billions ofdifferent entities that comprise our universe, are but a single serving from the “infiniteall” which seeks forever to express itself in more and more ways. The universe’s expan-sion and movement towards greater expression does not stop simply because you exist.The little serving that you are, with all the taste and texture of the source from which youwere poured, seeks similar expression as well. Your desire to do what you love to do isthe universe calling out for further expression through you. The fulfillment of that callingresults in your willfull participation in a cosmic act of creation. The gifts you offer theworld as you turn your passion into profit continue the universe’s never-ending act ofcreation. In other words, it is you fulfilling your reason for being here. It is your purpose.

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